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Restaurant Business Plan Template

Written by Dave Lavinsky

Restaurant Business Plan

You’ve come to the right place to create a successful restaurant business plan.

We have helped over 100,000 entrepreneurs and business owners with how to write a restaurant business plan to help them start or grow their restaurants.

What is a Restaurant Business Plan?

A restaurant business plan is a plan to start and/or grow your restaurant business. Among other things, it outlines your business concept, identifies your target market, presents your marketing plan and details your financial projections.  

What are the Main Types of Restaurants?

There are many types of restaurant businesses which vary based on their service style. Restaurants can range in type from fast food, fast casual, moderate casual, fine dining, and bar and restaurant types.

Restaurants also come in a variety of different ethnic or themed categories, such as Mexican restaurants, Asian restaurants, American, etc.  Some restaurants also go mobile and have food trucks.  

How Do You Get Funding for Your Restaurant Business Plan?

Restaurant businesses are most likely to receive funding from banks or independent restaurant investors. Typically you will find a local bank and present your restaurant business plan to them. Most independent restaurant investors are in the restaurant business already and can be a valuable resource for advice and help with your business plan.

Another option for a restaurant business is to obtain a small business loan. SBA loans are a popular option as they offer longer loan terms with lower interest rates.  

Sample Business Plan for a Restaurant Owner

Below is a business plan example to help you create each section of a comprehensive restaurant business plan.

Executive Summary

Business overview.

Bluehorn Restaurant & Steakhouse is a new restaurant and steakhouse located in Oklahoma City, Oklahoma. The menu of Bluehorn Restaurant & Steakhouse will include bistro-type dishes that are authentically created and crafted by acclaimed Chef Peter Logan. It will be located in the trendy part of town, known as the Plaza District. The restaurant will be surrounded by classy art galleries, live theater, high-end restaurants and bars, and expensive shopping.

Owned by emerging restaurant operators Chef Peter Logan and Anastasia Gillette, Bluehorn Restaurant & Steakhouse’s mission is to become Oklahoma City’s best, new business for patrons to celebrate their next big event, have a nice date night, or gather with friends or family for a fun evening while dining over finely crafted entrees, desserts, and cocktails.  

Products Served

The following are the menu items to be offered by Bluehorn Restaurant & Steakhouse:

• Soups & Salads
• Gourmet sides
• Wine, Beer & Spirits

A sample menu can be found in the Appendix of this business plan.

Customer Focus

Bluehorn Restaurant & Steakhouse will target adult men and women between the ages of 21 – 65 with disposable income in Oklahoma City, Oklahoma. Within this demographic are millennials, young professionals, newlyweds, young families, more established families, and retirees. Because of the pricing structure of the menu, the patrons will likely be upper middle class to the wealthy population of Oklahoma City.  

Management Team

Bluehorn Restaurant & Steakhouse is owned and operated by fellow Oklahoma City natives and culinary enthusiasts, Chef Peter Logan and Anastasia Gillette. Both come with a unique skill set and complement each other perfectly. They formerly worked together at another OKC fine dining establishment and made a great team for serving guests delectable food and wine while ensuring the highest level of customer service.

Chef Peter will manage the kitchen operations of Bluehorn Restaurant & Steakhouse, while Anastasia will oversee front of the house operations, maintain and ensure customer service, and manage all reservations.  

Financial Highlights

Bluehorn Restaurant & Steakhouse is seeking $300,000 in debt financing to open its start-up restaurant. The funding will be dedicated for the build-out and restaurant design, kitchen, bar and lounge, as well as cooking supplies and equipment, working capital, three months worth of payroll expenses and opening inventory. The breakout of the funding is below:

• Restaurant Build-Out and Design – $100,000
• Kitchen supplies and equipment – $100,000
• Opening inventory – $25,000
• Working capital (to include 3 months of overhead expenses) – $25,000
• Marketing (advertising agency) – $25,000
• Accounting firm (3 months worth and establishment/permitting of business) – $25,000

Company Overview

Bluehorn Restaurant & Steakhouse is a new restaurant and steakhouse located in Oklahoma City, Oklahoma. Bluehorn Restaurant & Steakhouse will serve a wide variety of dishes and beverages and will cater to the upper middle class to wealthier population of Oklahoma City. The menu of Bluehorn Restaurant & Steakhouse will include bistro-type dishes that are authentically created and crafted by acclaimed Chef Peter Logan. It will be located in the trendy part of town, known as the Plaza District. The Plaza District is one of Oklahoma’s trendy neighborhoods and is considered the “it” area for newlyweds, millennials, professionals, and young singles. The restaurant will be surrounded by classy art galleries, live theater, high-end restaurants and bars, and expensive shopping.

Owned by emerging restaurant operators Chef Peter Logan and Anastasia Gillette, the restaurant’s mission statement is to become the best new steak restaurant in OKC. The following are the types of menu items Bluehorn Restaurant & Steakhouse will serve- shareables, steaks, soups, gourmet sides and salads.

Bluehorn Restaurant & Steakhouse History

Bluehorn Restaurant & Steakhouse is owned by two Oklahoma City natives, Chef Peter Logan and Anastasia Gillette. They have both worked around the country in fine dining establishments and have a combined twenty years in the restaurant industry. Upon working alongside each other at another fine dining establishment in Oklahoma City, the two of them became good friends and decided to venture into owning their own restaurant.

Chef Peter is the kitchen guru and critically acclaimed chef, while Anastasia manages the front of the house and is a certified Sommelier. Together, with both of their expertise and knowledge, Bluehorn Restaurant & Steakhouse is destined to become Oklahoma City’s next big restaurant.

Industry Analysis

The restaurant industry is expected to grow to over $220 billion in the next five years.

Consumer spending is projected to grow. The Consumer Confidence Index, a leading indicator of spending patterns, is expected to also grow strongly, which will boost industry growth over the next five years. The growth in consumer confidence also suggests that more consumers may opt to segment their disposable income to eating outside the home.

Additionally, an increase in the number of households earning more than $100,000 annually further contributes to the industry growth, supporting industry operators that offer more niche, higher-end products.  This group is expected to continue to grow in size over the next five years.

The urban population represents a large market for the industry. Specifically, time-strapped individuals living in urban areas will likely frequent industry establishments to save time on cooking. The urban population is expected to increase, representing a potential opportunity for the industry.  

Customer Analysis

Demographic profile of target market.

Bluehorn Restaurant & Steakhouse will target adult men and women between the ages of 21 – 65 with disposable income in Oklahoma City, Oklahoma. Within this demographic are millennials, young professionals, newlyweds, young families, more established families, and retirees. Because of the pricing structure of the menu, the patrons will likely be upper middle class to the wealthy population of Oklahoma City.

Customer Segmentation

The target audience for Bluehorn Restaurant & Steakhouse will primarily include the following customer profile:

• Upper middle class to wealthier population
• Millennials
• Young professionals
• Households with an average income of at least $75k
• Foodies and culture enthusiasts

Competitive Analysis

Direct and indirect competitors.

Bluehorn Restaurant & Steakhouse will be competing with other restaurants in Oklahoma City. A profile of each of our direct competitors is below.

Located in the trendy area known as the Plaza District, The Press has reimagined our favorite foods of the surrounding regions through the lens of home.

The menu consists of appetizers, soups, burgers and sandwiches, bowls, main dishes, sides, desserts, and a large selection of alcoholic beverages. The Press serves craft beer, domestic beer, wine spritzers, house cocktails, wine, and mimosas. They also offer brunch. The menu of The Press is affordable with the most expensive dish being $16. The wine menu is also not pretentious as the wine is sold either by the glass or bottle, with the most expensive bottle being $52 for the Gruet Sparkling Brut Rose.  

Oak & Ore

Oak & Ore is a craft beer and restaurant in OKC’s Plaza District. They have a 36-tap beer selection and offer vegetarian, vegan, and gluten free dining options. Oak & Ore offers a rotating, 36-tap selection of their favorite brews from Oklahoma and around the world. Each beer is thoughtfully paired with a craft beer-inspired restaurant experience.

The food menu of Oak & Ore offers starters, salads, wings, fried chicken, sandwiches, tacos, banh mi, and sides. They also have a selection of kids dishes so the whole family can enjoy comfort food while sampling one of their delectable beers.

The Mule OKC

The Mule is a casual, hip restaurant offering a large beer and cocktail menu plus sandwiches and more. Located in the constantly growing and buzzing hub that is the Plaza District, The Mule takes the timeless favorite and contorts it into a whole menu of wild offerings.

There is also a fantastic assortment of soups offered and The Mule shakes up a seasonal list of cocktails designed by their bar staff. During the winter months, patrons can stave off the cold with their versions of hot toddies and buttered rum. For the beer drinkers, they always have a reliable line-up of fresh cold brews on draft, as well as a wide selection of can.  

Competitive Advantage

Bluehorn Restaurant & Steakhouse offers several advantages over its competition. Those advantages are:

• Gourmet dishes elegantly prepared to the finest standard.
• Selection of steaks sourced from local Oklahoma farms.
• An exclusive and unique wine menu that includes a wine selection of all price points.
• Highly sought after location: Bluehorn Restaurant & Steakhouse will be located in the trendy and attractive neighborhood known as The Plaza District.
• Trendy, welcoming, and energetic ambiance that will be perfect for a night out or a celebration.

Marketing Plan

Promotions strategy.

The marketing strategy for Bluehorn Restaurant & Steakhouse is as follows:

Bluehorn Restaurant & Steakhouse’s location is a promotions strategy in itself. The Plaza District is a destination spot for locals, tourists, and anyone looking for the trendiest food fare in Oklahoma City. The Plaza District is home to OKC’s most popular bars and restaurants, art galleries, theaters, and boutique shopping. The millennials, young professionals, and foodies will frequent Bluehorn Restaurant & Steakhouse for the location itself.

Social Media

Bluehorn Restaurant & Steakhouse will use social media to cater to the millennials and Oklahoma City residents. Chef Peter and Anastasia plan to hire an advertising agency to take professional photographs of the menu items and location to create appealing posts to reach a greater audience. The posts will include pictures of the menu items, as well as upcoming featured options.  

SEO Website Marketing

Bluehorn Restaurant & Steakhouse plans to invest funds into maintaining a strong SEO presence on search engines like Google and Bing. When a person types in “local fine dining restaurant” or “Oklahoma City restaurant”, Bluehorn Restaurant & Steakhouse will appear in the top three choices. The website will include the full menu, location, hours, and lots of pictures of the food, drinks, and steaks.  

Third Party Delivery Sites

Bluehorn Restaurant & Steakhouse will maintain a presence on sites like GrubHub, Uber Eats, Doordash, and Postmates so that people looking for local food to be delivered will see Bluehorn Restaurant & Steakhouse listed near the top.  

Operations Plan

Operation functions:.

The company will hire the following:

• 4 sous chefs
• 2 bartenders
• 2 hostesses
• The company will hire an advertising agency and an accounting firm

Milestones:

Bluehorn Restaurant & Steakhouse aims to open in the next 6 months. The following are the milestones needed in order to obtain this goal.

7/1/202X – Execute lease for prime location in the Plaza District.

7/2/202X – Begin construction of restaurant build-out.

7/10/202X – Finalize menu.

7/17/202X – Hire advertising company to begin developing marketing efforts.

8/15/202X – Start of marketing campaign

8/22/202X – Final walk-thru of completed restaurant build-out.

8/25/202X – Hire the entire team of sous chefs, servers, and bussers.

9/1/202X – Decoration and set up of restaurant.

9/15/202X – Grand Opening of Bluehorn Restaurant & Steakhouse

Bluehorn Restaurant & Steakhouse will be owned and operated by Chef Peter Logan and Anastasia Gillette. Each will have a 50% ownership stake in the restaurant.

Chef Peter Logan, Co-Owner

Chef Peter Logan is an Oklahoma City native and has been in the restaurant industry for over ten years. He was trained in a prestigious Le Cordon Bleu Culinary Academy in San Francisco and has worked in some of the nation’s most prestigious fine dining restaurants. His tenure has took him from the west coast to the east coast, and now he’s back doing what he loves in his hometown of Oklahoma City.

Chef Peter will manage the kitchen operations of Bluehorn Restaurant & Steakhouse. He will train and oversee the sous chefs, manage inventory, place food inventory orders, deal with the local food vendors, and ensure the highest customer satisfaction with the food.

Anastasia Gillette, Co-Owner

Anastasia Gillette was born and raised in Oklahoma City and has garnered over ten years in the industry as well. While in college, Anastasia worked as a hostess at one of the area’s most prestigious restaurant establishments. While there, she was eventually promoted to Front of the House Manager where she oversaw the hostesses, servers, bussers, bartenders, and reservations. Her passion always led to the beverage portion of the restaurant so she obtained her Sommelier certificate in 2019. With her wine education, Anastasia is able to cultivate an interesting and elegant wine selection for the restaurant.

Anastasia will oversee front of the house operations, maintain and ensure customer service, and manage all reservations. She will also be in charge of the bar and wine ordering, training of front of the house staff, and will manage the restaurant’s social media accounts once they are set up.  

Financial Plan

Key revenue & costs.

The revenue drivers for Bluehorn Restaurant & Steakhouse will come from the food and drink menu items being offered daily.

The cost drivers will be the ingredients and products needed to make the menu items as well as the cooking materials. A significant cost driver is the fine dining equipment, serving dishes, and beer and wine glasses. Other cost drivers will be the overhead expenses of payroll for the employees, accounting firm, and cost of the advertising agency.

Funding Requirements and Use of Funds

Bluehorn Restaurant & Steakhouse is seeking $300,000 in debt financing to open its start-up restaurant. The breakout of the funding is below:

Financial Projections

Income statement.

Balance Sheet

Cash Flow Statement

  You can download our free restaurant business plan template PDF . This restaurant business plan template can be used to create a finalized business plan for your restaurant concept.

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Restaurant Business Plan: What To Include, Plus 8 Examples

• Business Growth & Management , Templates & Guides

Do you want to ensure the success of your new foodservice endeavor? Write a restaurant business plan.

In this article, the experts at Sling tell you why a business plan is vital for both new and existing businesses and give you tips on what to include.

Table Of Contents

What Is A Restaurant Business Plan?

Why is a restaurant business plan important, questions to ask first, what to include in an effective restaurant business plan, how to format a restaurant business plan, efficient workforce management is essential for success.

At its most basic, a restaurant business plan is a written document that describes your restaurant’s goals and the steps you will take to make those goals a reality.

This business plan also describes the nature of the business itself, financial projections, background information, and organizational strategies  that govern the day-to-day activity of your restaurant.

A restaurant business plan is vital for the success of your endeavor because, without one, it is very difficult — sometimes even impossible — to obtain funding from an investor or a bank.

Without that all-important starting or operational capital, you may not be able to keep your doors open for long, if at all.

Even if funding isn’t a primary concern, a business plan provides you — the business owner or manager — with clear direction on how to translate general strategies into actionable plans  for reaching your goals.

The plan can help solidify everything from the boots-on-the-ground functional strategy  to the mid-level business strategy  all the way up to the driving-force corporate strategy .

Think of this plan as a roadmap that guides your way when things are going smoothly and, more importantly, when they aren’t.

If you want to give your restaurant the best chance for success, start by writing a business plan.

Sitting down to write a restaurant business plan can be a daunting task.

As you’ll see in the What To Include In An Effective Restaurant Business Plan section below, you’ll need a lot of information and detail to ensure that the final document is both complete and effective.

Instead of starting with word one, it is hugely beneficial to answer a number of general questions first.

These questions will help you narrow down the information to include in your plan so the composition process feels less difficult.

The questions are:

• What problem does the business’s product or service solve?
• What niche will the business fill?
• What is the business’s solution to the problem?
• Who are the business’s customers?
• How will the business market and sell its products to them?
• What is the size of the market for this solution?
• What is the business model for the business?
• How will the business make money?
• Who are the competitors?
• How will the business maintain a competitive advantage?
• How does the business plan to manage growth?
• Who will run the business?
• What makes those individuals qualified to do so?
• What are the risks and threats confronting the business?
• What can you do to mitigate those risks and threats?
• What are the business’s capital and resource requirements?
• What are the business’s historical and projected financial statements?

Depending on your business, some of these questions may not apply or you may not have applicable answers.

Nevertheless, it helps to think about, and try to provide details for, the whole list so your finished restaurant business plan is as complete as possible.

Once you’ve answered the questions for your business, you can transfer a large portion of that information to the business plan itself.

We’ll discuss exactly what to include in the next section.

In this section, we’ll show you what to include in an effective restaurant business plan and provide a brief example of each component.

1) Executive Summary

You should always start any business plan with an executive summary. This gives the reader a brief introduction into common elements, such as:

• Mission statement
• Overhead costs
• Labor costs
• Return on investment (ROI)

This portion of your plan should pique the reader’s interest and make them want to read more.

Fanty & Mingo’s is a 50-seat fine-dining restaurant that will focus on Sweruvian (Swedish/Peruvian) fusion fare.

We will keep overhead and labor costs low thanks to simple but elegant decor , highly skilled food-prep staff, and well-trained servers.

Because of the location and surrounding booming economy, we estimate ROI at 20 percent per annum.

2) Mission Statement

A mission statement is a short description of what your business does for its customers, employees, and owners.

This is in contrast to your business’s vision statement which is a declaration of objectives that guide internal decision-making.

While the two are closely related and can be hard to distinguish, it often helps to think in terms of who, what, why, and where.

The vision statement is the where of your business — where you want your business to be and where you want your customers and community to be as a result.

The mission statement is the who , what , and why of your business — it’s an action plan that makes the vision statement a reality

Here’s an example of a mission statement for our fictional company:

Fanty and Mingo’s takes pride in making the best Sweruvian food, providing fast, friendly, and accurate service. It is our goal to be the employer of choice and offer team members opportunities for growth, advancement, and a rewarding career in a fun and safe working environment.

3) Company Description

In this section of your restaurant business plan, you fully introduce your company to the reader. Every business’s company description will be different and include its own pertinent information.

Useful details to include are:

• Owner’s details
• Brief description of their experience
• Legal standing
• Short-term goals
• Long-term goals
• Brief market study
• An understanding of the trends in your niche
• Why your business will succeed in these market conditions

Again, you don’t have to include all of this information in your company description. Choose the ones that are most relevant to your business and make the most sense to communicate to your readers.

Fanty & Mingo’s will start out as an LLC, owned and operated by founders Malcolm Reynolds and Zoe Washburne. Mr. Reynolds will serve as managing partner and Ms. Washburne as general manager.

We will combine atmosphere, friendly and knowledgeable staff, and menu variety to create a unique experience for our diners and to reach our goal of high value in the fusion food niche.

Our gross margin is higher than industry average, but we plan to spend more on payroll to attract the best team.

We estimate moderate growth for the first two years while word-of-mouth about our restaurant spreads through the area.

4) Market Analysis

A market analysis is a combination of three different views of the niche you want to enter:

• The industry  as a whole
• The competition your restaurant will face
• The marketing  you’ll execute to bring in customers

This section should be a brief introduction to these concepts. You can expand on them in other sections of your restaurant business plan.

The restaurant industry in our chosen location is wide open thanks in large part to the revitalization of the city’s center.

A few restaurants have already staked their claim there, but most are bars and non-family-friendly offerings.

Fanty & Mingo’s will focus on both tourist and local restaurant clientele. We want to bring in people that have a desire for delicious food and an exotic atmosphere.

We break down our market into five distinct categories:

• High-end singles
• Businessmen and businesswomen

We will target those markets to grow our restaurant  by up to 17 percent per year.

Every restaurant needs a good menu, and this is the section within your restaurant business plan that you describe the food you’ll serve in as much detail as possible.

You may not have your menu design complete, but you’ll likely have at least a handful of dishes that serve as the foundation of your offerings.

It’s also essential to discuss pricing and how it reflects your overall goals and operating model. This will give potential investors and partners a better understanding of your business’s target price point and profit strategy.

We don’t have room to describe a sample menu in this article, but for more information on menu engineering, menu pricing, and even a menu template, check out these helpful articles from the Sling blog:

• Menu Engineering: What It Is And How It Can Increase Profits
• Restaurant Menu Pricing: 7 Tips To Maximize Profitability
• How To Design Your Menu | Free Restaurant Menu Template

6) Location

In this section, describe your potential location (or locations) so that you and your investors have a clear image of what the restaurant will look like.

Include plenty of information about the location — square footage, floor plan , design , demographics of the area, parking, etc. — to make it feel as real as possible.

We will locate Fanty & Mingo’s in the booming and rapidly expanding downtown sector of Fort Wayne, Indiana.

Ideally, we will secure at least 2,000 square feet of space with a large, open-plan dining room and rich color scheme near the newly built baseball stadium to capitalize on the pre- and post-game traffic and to appeal to the young urban professionals that live in the area.

Parking will be available along side streets and in the 1,000-vehicle parking garage two blocks away.

7) Marketing

The marketing section of your restaurant business plan is where you should elaborate on the information you introduced in the Market Analysis section.

Go into detail about the plans you have to introduce your restaurant to the public and keep it at the top of their mind.

Fanty & Mingo’s will employ three distinct marketing tactics to increase and maintain customer awareness:

• Word-of-mouth/in-restaurant marketing
• Partnering with other local businesses
• Media exposure

We will direct each tactic at a different segment of our potential clientele in order to maximize coverage.

In the process of marketing to our target audience, we will endeavor to harness the reach of direct mail and broadcast media, the exclusivity of the VIP party, and the elegance of a highly trained sommelier and wait staff.

8) Financials

Even though the Financials section is further down in your restaurant business plan, it is one of the most important components for securing investors and bank funding.

We recommend hiring a trained accountant  to help you prepare this section so that it will be as accurate and informative as possible.

Fanty & Mingo’s needs $250,000 of capital investment over the next year and a half for the following:

• Renovations to leased space
• Dining room furniture
• Kitchen and food-prep equipment
• Liquor license

Projected profit and loss won’t jump drastically in the first year, but, over time, Fanty & Mingo’s will develop its reputation and client base. This will lead to more rapid growth toward the third and fourth years of business.

Most entrepreneurs starting a new business find it valuable to have multiple formats of their business plan.

The information, data, and details remain the same, but the length and how you present them will change to fit a specific set of circumstances.

Below we discuss the four most common business plan formats to cover a multitude of potential situations.

Elevator Pitch

An elevator pitch is a short summary of your restaurant business plan’s executive summary.

Rather than being packed full of details, the elevator pitch is a quick teaser of sorts that you use on a short elevator ride (hence the name) to stimulate interest in potential customers, partners, and investors

As such, an effective elevator pitch is between 30 and 60 seconds and hits the high points of your restaurant business plan.

A pitch deck is a slide show and oral presentation that is designed to stimulate discussion and motivate interested parties to investigate deeper into your stakeholder plan (more on that below).

Most pitch decks are designed to cover the executive summary and include key graphs that illustrate market trends and benchmarks you used (and will use) to make decisions about your business.

Some entrepreneurs even include time and space in their pitch deck to demonstrate new products coming down the pipeline.

This won’t necessarily apply to a restaurant business plan, but, if logistics permit, you could distribute small samples of your current fare or tasting portions of new dishes you’re developing.

Stakeholder Plan (External)

A stakeholder plan is the standard written presentation that business owners use to describe the details of their business model to customers, partners, and potential investors.

The stakeholder plan can be as long as is necessary to communicate the current and future state of your business, but it must be well-written, well-formatted, and targeted at those looking at your business from the outside in.

Think of your stakeholder plan as a tool to convince others that they should get involved in making your business a reality. Write it in such a way that readers will want to partner with you to help your business grow.

Management Plan (Internal)

A management plan is a form of your restaurant business plan that describes the details that the owners and managers need to make the business run smoothly.

While the stakeholder plan is an external document, the management plan is an internal document.

Most of the details in the management plan will be of little or no interest to external stakeholders so you can write it with a higher degree of candor and informality.

After you’ve created your restaurant business plan, it’s time to take steps to make it a reality.

One of the biggest challenges in ensuring that your business runs smoothly and successfully is managing  and optimizing  your team. The Sling  app can help.

Sling not only includes powerful and intuitive artificial-intelligence-based scheduling tools but also many other features to help make your workforce management more efficient, including:

• Time and attendance tracking
• Built-in time clock
• Labor cost  optimization
• Data analysis and reporting
• Messaging and communication
• And much more…

With Sling, you can schedule faster, communicate better, and organize and manage your work from a single, integrated platform. And when you use Sling for all of your scheduling  needs, you’ll have more time to focus on bringing your restaurant business plan to life.

For more free resources to help you manage your business better, organize and schedule your team, and track and calculate labor costs, visit GetSling.com  today.

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This content is for informational purposes and is not intended as legal, tax, HR, or any other professional advice. Please contact an attorney or other professional for specific advice.

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How to Write a Restaurant Business Plan in 2024 (Step by Step Guide with Templates)

A restaurant business plan is a framework that guides you to plan and forecast every element of restaurant management and operations.

This includes anything from your restaurant's menu design , location, financials, employee training , and a lot more.

• Creating a solid business plan is important, as it helps:
• Transform your restaurant ideas into reality.
• Boosts entrepreneurial success by 16% ( Harvard Business Study ).
• It equips you to navigate challenges before they arise.
• Attracts potential investors.

Planning is key to restaurant success. Without a plan, you're more likely to join the 26% of restaurants that fail within a year.

Create a business plan to set yourself up for success.

Here's how to get started. 

What is a restaurant business plan? 

Before writing a business plan, it is important to understand its fundamentals.

It serves as a roadmap for starting and running your restaurant , making it easy for outside parties, such as investors, to understand your objectives, vision, and plan of action for your restaurant.

The length and level of detail of business plans vary, ranging from brief synopses to large papers. Investors can benefit from clear insights and additional information provided by beginning with a concise plan and working their way up to a detailed one.

In short, a thorough description of the resources allocated to the success of your restaurant should be included in your business plan.

Steps to include in your business plan 

Your restaurant and mission statement needs to reflect your brand and goals, but you don't have to start from scratch.

The Eat App Restaurant Business Plan template , created by industry professionals and packed with insider information, is your go-to manual for creating a profitable business plan.

Your finalized business plan should have 11 essential elements, no matter how you write it. Continue reading below. 

1. Executive summary

A restaurant business plan should always begin with an executive summary. Why?

• 80% of venture capitalists say they read the executive summary first.
• 62% of investors say they would not continue reading a business plan if the executive summary did not capture their interest.
• A strong executive summary can increase the likelihood of securing funding by up to 40%.

An executive summary not only acts as the introduction to your restaurant business plan samples but also as a summary of the entire idea.

The main aim of an executive summary is to draw the reader (oftentimes an investor) into the rest of your business plan.

The executive summary also helps you envision the identity of your restaurant which essentially shapes the customer experience and sets you apart from competitors.

To establish a distinct identity, you need to focus on common elements of an executive summary, including:

• A mission statement 
• Proposed concept development
• Cuisine selection
• The overall execution
• The potential costs
• Expected return on investments (ROI)

Let's take a more in-depth look at the concept development, cuisine selection, and mission statement.

1.1 Concept Development

Selecting the type of restaurant, service style, and atmosphere is the first step towards creating a unique dining experience. Whether you envision a sample menu for a:

• cozy, intimate bistro
• bustling quick-service deli
• fast-casual restaurant
• fine dining establishment

Your concept should reflect your passion and expertise in the industry.

1.2 Cuisine Selection

The cuisine you select for your restaurant can significantly influence its success.

Choosing the appropriate cuisine is vital for distinguishing your establishment from competitors and attracting your target market.

To make an informed decision, consider factors such as:

• Market demand
• Expertise and passion
• Ingredient availability
• Competition
• Profitability
• Cultural fit
• Seasonality
• Dietary restrictions and trends

In the highly competitive restaurant industry, keeping track of current and emerging cuisine trends can be a significant advantage.

1.3 Creating a mission statement

A well-constructed mission statement communicates the purpose, values, and goals of your restaurant to potential investors and customers alike.

A mission statement serves as a guiding light for decision-makers and employees, fueling their efforts to achieve your restaurant’s objectives.

To create an impactful mission statement, consider the following steps:

• Identify the purpose of the restaurant.
• Contemplate the brand’s image.
• Account for the target audience.
• Incorporate company values.
• Ensure brevity and comprehensiveness.

Related content: How to Write a Restaurant Mission Statement 

Remember, your mission statement should not only differentiate your restaurant from competitors but also resonate with your target market.

2. Company description

This is where you carefully introduce the company in the restaurant business plan.

Include the name of the restaurant you are launching in this field along with its address, phone number, and other important information.

Then, also include the owner's information as well as a synopsis or explanation of their background. The restaurant's legal position and its short- and long-term objectives should be outlined in the second section of the company description.

To demonstrate your understanding of the changes in the local food business and the reasons why the most independent restaurant investors will be successful in this market, please submit a brief market research.

Here's an example of the page layout:

Company Description

Restaurant Name: [Restaurant Name]

Location: [Restaurant Address]

Contact: [Restaurant Phone Number] | [Restaurant Email Address]

Owner: [Owner Name]

Experience: [Owner Name] has over [Number] years of experience in the restaurant industry. They have worked in various roles, including [List of Roles]. They are passionate about food and creating a memorable dining experience for their guests.

Legal Standing: [Restaurant Name] is a [Type of Legal Entity] registered in [State/Province].

Further reading

• How to Write a Great Restaurant Description

3. Market analysis

The market analysis portion of the restaurant business plan is typically divided into three parts.

3.1 Industry analysis

What is your target market ? What demographics will your restaurant cater to?

This section aims to explain your target market to investors and why you believe guests will choose your restaurant over others.

Comprehending your target market is key to customizing your restaurant offerings to their preferences and needs.

By diving into demographics, preferences, dining habits, and trends, you can fine-tune your concept and marketing strategy to reach and appeal to your target audience effectively.

An example of analyzing your target market

 Comprehending your target market is key to customizing your restaurant offerings to their preferences and needs.

Demographics and preferences

Identifying your primary target market involves considering factors such as:

For example, a neighborhood with a high concentration of families might prefer a family-friendly restaurant with a diverse menu catering to various age groups and dietary preferences.

Conversely, a trendy urban area with a predominantly young and affluent population may gravitate towards upscale dining experiences and innovative cuisine.

Cultural and ethnic backgrounds also have a significant impact on restaurant preferences, with people from different backgrounds having distinctive tastes and customs that influence their dining choices.

By thoroughly understanding the demographics and preferences of your target market, you’ll be better equipped to create a restaurant concept that resonates with them and ultimately drives success.

Dining habits and trends

As the restaurant industry continues to evolve, staying informed about dining habits and trends is crucial for adapting your offerings and attracting customers.

For example, the rise of online ordering and delivery services has significantly influenced dining habits, with many consumers seeking the convenience of having their meals delivered to their doorstep.

Health trends have also had an impact on dining habits, with an increasing number of individuals seeking healthier options when dining out.

3.2 Competition analysis

It's easy to assume that everyone will visit your new restaurant first, so it is important to research your competition to make this a reality.

What restaurants have already established a customer base in the area?

Take note of everything from their prices, hours, and service style to menu design to the restaurant interior.

Then explain to your investors how your restaurant will be different.

3.3 Marketing analysis

Your investors are going to want to know how you plan to market your restaurant. How will your marketing campaigns differ from what is already being done by others in the restaurant industry?

How do you plan on securing your target market? What kind of offers will you provide your guests? Make sure to list everything.

• How to Identify Your Restaurant’s Target Market (Expert Tips Included)

The menu is the most important part of a restaurant's debut. Your restaurant wouldn't be able to operate without it.

You most likely don't have a final draft at this time, but you should aim to create a mock-up menu for your restaurant business plan. You can choose a design that you can envision yourself using and add your logo to the mock-up.

There are several resources available online if you need assistance with menu design or don't want to hire a designer.

But the price should be the most important component of your sample menu. The cost research you've completed for investors ought to be reflected in your prices. They will have a clearer idea of your restaurant's intended price range as a result. 

You'll quickly see how important menu engineering can be, even early on.

5. Employees

The company description section of the restaurant business plan briefly introduces the owners of the restaurant with some information about each. This section should fully flesh out the restaurant's business plan and management team.

The investors don’t expect you to have your entire team selected at this point, but you should at least have a couple of people on board. Use the talent you have chosen thus far to highlight the combined work experience everyone is bringing to the table.

6. Restaurant design

The design portion of your restaurant business plan is where you can really show off your thoughts and ideas to the investors. If you don’t have professional mock-ups of your restaurant rendered, that’s fine.

Instead, put together a mood board to get your vision across. Find pictures of a similar aesthetic to what you are looking for in your restaurant.

The restaurant design extends beyond aesthetics alone and should include everything from restaurant software to kitchen equipment. 

7. Location

The location you settle on for your restaurant should be well aligned with your target market (making it easier to cater to your ideal customer) and with your business plans.

At this stage in the process, it's not uncommon to not have a specific location in mind - but you should at the very least have a few options to narrow down.

Pro Tip: When you approach your investors about potential locations, make sure to include as much information as possible about each venue and why it would be ideal for your brand. 

Example for choosing an ideal location

Choosing the ideal location for your restaurant is a pivotal decision that can greatly influence your success. 

To make the best choice, consider factors such as foot traffic, accessibility, and neighborhood demographics.

By carefully evaluating these factors, you’ll be better equipped to maximize visibility and attract your target market.

7.1 Foot traffic and accessibility

Foot traffic and accessibility are important factors in selecting a location that will attract customers and ensure convenience.

A high-traffic area with ample parking and public transportation options can greatly increase the likelihood of drawing in potential customers.

Additionally, making your restaurant accessible to individuals with disabilities can further broaden your customer base and promote inclusivity.

7.2 Neighborhood demographics

Analyzing neighborhood demographics can help you determine if your restaurant’s concept and cuisine will appeal to the local population.

Factors such as income levels, family structures, and cultural diversity can all influence dining preferences and habits.

By understanding the unique characteristics of the neighborhood, you can tailor your offerings and marketing efforts to resonate with the local community.

Conducting a market analysis can be a valuable step in this process.

To gather demographic data for a particular neighborhood, you can utilize resources such as the U.S. Census Bureau’s American Community Survey and reference maps.

Armed with this information, you can make informed decisions about your restaurant’s concept, menu, and pricing, ensuring that your establishment is well-positioned for success within the community.

Conducting market research will further strengthen your understanding of the local demographic.

• Why does restaurant location matter?

8. Market overview

The market overview section is heavily related to the market research and analysis portion of the restaurant business plan. In this section, go into detail about both the micro and macro conditions in the area you want to set up your restaurant.

Discuss the current economic conditions that could make opening a restaurant difficult, and how you aim to counteract that. Mention all the other restaurants that could prove to be competition and what your strategy is to set yourself apart.

9. Marketing

With restaurants opening left and ride nowadays, investors are going to want to know how you will get word of your restaurant to the world.

The next marketing strategy and publicity section should go into detail on how you plan to market your restaurant before and after opening. As well as any plans you may have to bring a PR company on board to help spread the word.

Read more : How to write a restaurant marketing plan from scratch

10. External help

To make your restaurant a reality, you are going to need a lot of help. List any external companies or software you plan on hiring to get your restaurant up and running.

This includes everything from accountants and designers to suppliers that help your restaurant perform better, like POS systems and restaurant reservation systems.

Explain to your other potential investors about the importance of each and what they will be doing for your restaurant.

11. Financial analysis

The most important part of your restaurant business plan is the financial section. We would recommend hiring professional help for this given its importance.

Hiring a trained accountant will not only help you get your own financial projections and estimates in order but also give you a realistic insight into owning a restaurant.

You should have some information prepared to make this step easier for the accountant.

He/she will want to know how many seats your restaurant has, what the check average per table will be, and how many guests you plan on seating per day.

In addition to this, doing rough food cost calculations for various menu items can help estimate your profit margin per dish. This can be achieved easily with a free food cost calculator. 

• Your Complete Guide to Restaurant Financing and Loans

A well-crafted restaurant business plan serves as a roadmap to success, guiding every aspect of the venture from menu design to employee training.

By carefully considering each component of the plan, aspiring restaurateurs can increase their chances of securing funding, attracting customers, and achieving their long-term goals.

Remember, a restaurant business plan is not just a document to satisfy investors; it is a living tool that should be revisited and updated regularly as the business grows and evolves.

By staying committed to the plan and adapting it as needed, restaurateurs can ensure that their culinary dreams have a solid foundation for success.

Growth Marketing Manager at Eat App

Saif Alnasur used to work in his family restaurant, but now he is a food influencer and writes about the restaurant industry for Eat App.

Reviewed by

Nezar Kadhem

Co-founder and CEO of Eat App

He is a regular speaker and panelist at industry events, contributing on topics such as digital transformation in the hospitality industry, revenue channel optimization and dine-in experience.

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Restaurant Business Plan: Step-by-Step Guide + examples

Dreaming of opening a 🍴 restaurant? Passion, creativity, and delicious food are key. But for long-term success, a business plan is essential too.

Maja Jankowska

Are you dreaming of owning your own restaurant? Picture the sizzle of a hot skillet, the laughter of satisfied guests, and the fulfillment of sharing your culinary creations with the world. But before you dive into this flavorful adventure, there’s a crucial ingredient you can’t overlook: a winning restaurant business plan.

What is a business plan for?

A business plan is a vital document for every restaurant owner. It provides a roadmap for success, helps secure funding, guides financial and operational decisions, mitigates risks, and facilitates effective communication. 

Just like any other business, a restaurant needs a well-crafted business plan to ensure its success and sustainability. Without a business plan, you risk operating in the dark, making decisions on a whim, and facing unexpected challenges that could have been avoided. 

Investing time and effort into creating a solid business plan sets your restaurant on the path to achieving your culinary dreams and exceeding customer expectations.

Create Restaurant’s Business Plan in these 9 steps:

✔️ 1. Start with an executive summary ✔️ 2. Describe your concept ✔️ 3. Conduct Market analysis ✔️ 4. Define your management and organization ✔️ 5. Give a sample “yummy”  Menu ✔️ 6. Create design and branding ✔️ 7. Provide a Location ✔️ 8. Establish Marketing plan ✔️ 9. Define Financial plan

1. Executive summary

The executive summary is like the appetizer of your restaurant business plan – it’s the first bite that leaves a lasting impression. Its purpose is to capture the essence of your entire plan and entice time-crunched reviewers, such as potential investors and lenders, to delve deeper into your vision. It’s worth noting that the executive summary should be the final section you write.

To craft a concise and captivating summary, it’s crucial to highlight key points, including your unique concept, target market, and financial projections. Additionally, bear in mind that the executive summary sets the tone for the rest of your plan, so it’s essential to make it irresistible and leave readers yearning for more.

When it comes to the executive summary of your restaurant business plan, brevity is key . You have only one page to capture the attention of readers, but don’t worry, it’s definitely doable. Here’s what your executive summary should include:

• Restaurant concept : What does your business do?
• Goals and vision : What does your business want to achieve?
• Restaurant differentiation : What makes your menu/concept different, and what sets you apart?
• Projected financial state : What revenue do you anticipate?
• The team : Who is involved in the business?

2. Describe your concept

In the world of restaurant business plans, there’s a section that holds immense importance. It’s the one that answers two fundamental questions: Who are you, and what do you plan to do?

This is the section where you fully introduce your company, and it deserves special attention. Share all the important details that paint a vivid picture of your unique business. Include the restaurant’s name, location, and contact information. Additionally, provide relevant details such as the chef’s background and what makes your restaurant stand out in the market.

Curious about concept creation? Watch our short video featuring a summary of an example restaurant concept below! 👇

Now is your opportunity to showcase your vision and establish a unique identity for your restaurant. Utilize this section to highlight what sets you apart and capture the reader’s imagination.

3. Market analysis

Market analysis helps you understand your potential customers, competition, and overall restaurant market trends. It’s like having a crystal ball to shape your restaurant’s success.

Target audience 

When it comes to your potential market, you want to know how many people are hungry for what you’re serving. Sounds exciting, right? To estimate this, you’ll gather data on your target customers, like their age group or preferences, and combine it with industry trends. It’s like finding the perfect recipe to satisfy their cravings.

Competition

Now, let’s tackle the competition. Every restaurant has rivals, even if they’re serving a unique dish. It’s crucial to identify direct or indirect competitors and understand what makes you stand out. Are you offering affordable prices, a one-of-a-kind experience, or catering to a specific niche? Highlight your “secret sauce” that sets you apart from the rest.

Market analysis for restaurant’s business plan

Market analysis also involves a SWOT analysis. Don’t let the jargon scare you. It simply means evaluating your strengths, weaknesses, opportunities, and threats. Think of it as a superhero assessment for your restaurant. Identify what you excel at, areas for improvement, potential market opportunities, and external factors that could impact your success.

Example of SWOT analysis for a restaurant

Remember, market analysis is like a compass guiding your restaurant’s journey. It helps you make informed decisions, attract investors, and stay ahead of the game. So, embrace the power of market analysis, and let it shape the destiny of your delicious dining destination.

4. Management and organization

Effective management and organization are critical for success in the restaurant sector. This section of your business plan introduces the talented individuals who will lead your restaurant to new heights.

Outline your legal structure, whether it’s an S corporation, limited partnership, or sole proprietorship, providing key information for stakeholders.

Showcase your management team using an organizational chart to highlight their roles, responsibilities, and contributions. Their expertise and guidance are crucial for seamless operations and exceptional customer experiences.

With a strong management team in place, your restaurant is poised for success. They are the driving force behind your journey to greatness. Let’s meet the key players who will make it happen!

Streamline your operations and optimize your financial performance With resOs , you can efficiently manage reservations, track inventory, analyze sales data, and streamline your overall workflow. Get your FREE plan

5. Sample “yummy” Menu 

In the restaurant industry, your menu plays a main role as the core product. Include a section in your business plan that highlights key details about your menu offerings to engage readers.

If you offer a diverse range of dishes, provide a brief overview of each category. Alternatively, if your menu focuses on specific specialties or signature dishes, provide more detailed descriptions for each item.

You can also mention any upcoming menu additions or unique culinary creations that will enhance profitability and attract customers.

6. Design and branding 

When it comes to starting a restaurant, don’t underestimate the power of design and branding. They’re the secret ingredients that can make your establishment truly stand out. Think about it – when customers walk through your front door, what do they see? The right design and branding can instantly captivate their attention and make them feel right at home.

So, take some time to envision the overall aesthetic and mood you want to create.

Do you imagine a cozy and rustic setting or a sleek and modern vibe?

Let your creativity shine through! Include captivating photos of similar restaurants that inspire you and give potential investors a glimpse of your vision.

And don’t forget about your logo! If you’ve already designed one, proudly showcase it in your business plan. It’s the visual representation of your restaurant’s personality and will help establish brand recognition.

resOS’ customizable interface for your booking system

Stand out in the competitive restaurant industry with resOS’ customizable booking management system . Personalize every aspect of the interface to reflect your restaurant’s unique brand identity. Seamlessly integrate your logo, colors, and visual elements, creating a cohesive and immersive experience for your guests. With resOS, you have the power to revolutionize your restaurant’s image and leave a lasting impression.

Details matter too! Share your plans for specific design elements , from the choice of furniture to the color palette that will adorn your space. The more you paint a vivid picture, the more investors and customers will be enticed by your unique ambiance.

7. Location

For a restaurant, location can make or break the business. Occasionally, a restaurant concept is so good that people go out of their way to find it. But, more realistically, your location needs to be convenient for your target market. If it’s hard for your customers to get to you, hard for them to park, and not something they notice as they drive by, they’re unlikely to check your restaurant out.

In your business plan, make sure to discuss the potential locations that you hope to occupy, assuming you haven’t already secured the location. Explain why the location is ideal for your target market and how the location will help attract customers.

Unlock the potential of your restaurant’s location and streamline reservations with resOS. Our platform offers seamless integration with Reserve With Google , allowing customers to easily discover and book tables directly from Google search results and maps. By enabling this feature, you’ll maximize your restaurant’s visibility and attract more diners with just a few clicks. Experience the power of location-based reservations with resOS .

Be sure to explain the complete costs of your location and what kinds of renovations will be necessary to open your restaurant.

8. Marketing plan

In today’s competitive restaurant industry, it’s important to showcase your marketing strategy to investors. They want to know how you’ll create buzz and keep it going before and after your grand opening.

Create a winning business plan with a strong marketing focus. Our Restaurant Business Plan Steps Graphic (👆 see above) is your visual guide, including key marketing strategies. Download or save for later and plan your path to success.

Whether you’ve enlisted a top-notch Marketing company or have a solid ready-to-go marketing plan, highlight your chosen path. Discuss the unique strengths of your selected agency and why they stand out, including their notable clients. Alternatively, showcase your in-house plan, leveraging social media, your website, and valuable media connections.

A well-crafted marketing plan holds the key to differentiating your restaurant and attracting customers. Prepare to tantalize taste buds and offer an exceptional dining experience. Stay in tune with the latest restaurant industry trends, leverage effective marketing tools, and optimize your online presence. 

Lastly, integrate a robust restaurant booking system to streamline reservations and enhance the overall customer experience. With these strategic elements in place, success is within your reach.

9. Financial Plan

Financial analysis is a crucial part of your restaurant’s business plan. It helps investors assess the profitability of your concept and whether it’s a worthwhile investment. In this section, you’ll outline how you plan to allocate your funds in the first year and provide projections for costs and revenues.

Here are the 🔑 key components to include:

Investment Plan: Explain the initial investment costs, such as kitchen equipment, furniture, employee wages, legal fees, marketing expenses, and working capital. This shows how you’ll use your funds effectively.

Profit and Loss Projection: Estimate your restaurant’s costs and sales figures in the profit and loss statement. Consider factors like the size of your establishment, your target market, and the existing competition in your chosen location.

Break-Even Analysis: Show investors the monthly revenue you need to achieve to cover all your expenses and reach profitability. This analysis considers overhead costs, operational expenses, and factors that may affect revenue fluctuations throughout the year.

Claim your FREE plan on resOS today! Ready to revolutionize your business management? Join resos.com for FREE and take control of your operations. ✅ Seamless calendar integration ✅ Customizable booking forms ✅ Automated reminders ✅ Real-time availability updates Don’t miss out! Sign up now at resos.com and experience stress-free scheduling. Your time is valuable, so claim your FREE plan today!

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Restaurant Business Plan Template & PDF Example

• September 4, 2024
• Business Plan

Creating a comprehensive business plan is crucial for launching and running a successful restaurant. This plan serves as your roadmap, detailing your vision, operational strategies, and financial plan. It helps establish your restaurant’s identity, navigate the competitive market, and secure funding for growth.

This article not only breaks down the critical components of a restaurant business plan, but also provides an example of a business plan to help you craft your own.

Whether you’re an experienced entrepreneur or new to the food and beverage industry, this guide, complete with a business plan example, lays the groundwork for turning your restaurant concept into reality. Let’s dive in!

Our restaurant business plan is structured to cover all essential aspects needed for a comprehensive strategy. It outlines the restaurant’s operations, marketing strategy, market environment, competitors, management team, and financial forecasts.

• Executive Summary : Offers an overview of the restaurant’s business concept, market analysis , management, and financial strategy.
• Restaurant & Location: Describes the restaurant’s prime location, size, seating capacity, and distinctive design, emphasizing its appeal to the target demographic.
• Supply & Operations: Outlines the supply chain management, focusing on local sourcing and quality ingredients, and details the operational aspects, including kitchen layout, equipment, and front-of-house operations.
• Key Stats: Shares industry size , growth trends, and relevant statistics for the full-service restaurant market.
• Key Trends: Highlights recent trends affecting the restaurant sector, such as health-conscious dining, sustainability, and technology integration.
• Key Competitors: Analyzes the main competitors in the vicinity, showcasing the restaurant’s unique selling proposition in comparison.
• SWOT : Strengths, weaknesses, opportunities, and threats analysis.
• Marketing Plan : Strategies for promoting the restaurant to maximize visibility and customer engagement.
• Timeline : Key milestones and objectives from the initial setup through the launch and operational optimization.
• Management: Information on who manages the restaurant and their roles.
• Financial Plan: Projects the restaurant’s financial performance, including revenue, profits, and expected expenses, aiming for profitability and sustainable growth.

Restaurant Business Plan

Fully editable 30+ slides Powerpoint presentation business plan template.

Download an expert-built 30+ slides Powerpoint business plan template

Executive Summary

The Executive Summary introduces your restaurant’s business plan, offering a concise overview of your establishment and its offerings. It should detail your market positioning, the variety of cuisines and dining experiences you offer, its location, size, and an outline of day-to-day operations. 

This section should also explore how your restaurant will integrate into the local market, including the number of direct competitors within the area, identifying who they are, along with your restaurant’s unique selling points that differentiate it from these competitors. 

Furthermore, you should include information about the management and co-founding team, detailing their roles and contributions to the restaurant’s success. Additionally, a summary of your financial projections, including revenue and profits over the next five years, should be presented here to provide a clear picture of your restaurant’s financial plan.

Restaurant Business Plan Executive Summary Example

Business Overview

The  business overview  should detail the restaurant’s specific features, such as its seating capacity, ambiance, and supply chain practices. It’s important to emphasize how the restaurant caters to its target demographic through its strategic location and operational model.

Example: “[Your Restaurant Name],” located in [specific area or neighborhood], covers [total square footage] sq ft and includes a main dining area, bar, and outdoor patio, offering a total of [number of seats] seats. The restaurant’s commitment to quality is reflected in its locally sourced produce and sustainable supply chain practices, catering to a diverse clientele.

Market Overview

This section involves analyzing the size, growth, and trends of the full-service restaurant market. It should address the industry’s digital transformation, health-conscious dining preferences, and eco-friendly practices, positioning the restaurant within the broader market context.

Example: “[Your Restaurant Name]” enters a U.S. full-service restaurant market valued at $293 billion. The restaurant’s focus on technology, healthier menu options, and sustainability aligns well with current  market trends  and consumer preferences, setting it apart from six main competitors in the area.

Management Team

Detailing the management team’s background and expertise is crucial. This section should highlight how their experience in culinary arts and restaurant management contributes to the success of the restaurant.

Example: The Executive Chef and Co-Owner of “[Your Restaurant Name]” leads menu development and kitchen operations, ensuring high-quality food preparation and presentation. The General Manager and Co-Owner manages daily operations, staff, customer service, and financial aspects, ensuring a seamless dining experience.

Financial Plan

This section should outline the restaurant’s financial goals and projections, including revenue targets and profit margins, providing a clear picture of its financial aspirations and health.

Example: “[Your Restaurant Name]” aims to achieve $2.7 million in annual revenue with an 11%  EBITDA  margin by 2028. This financial goal is supported by a focus on quality dining experiences, strategic marketing, and operational efficiency, positioning the restaurant for growth in the  competitive  full-service restaurant market.

For a Restaurant, the Business Overview section can be concisely divided into 2 main slides:

Restaurant & Location

Briefly describe the restaurant’s physical environment, emphasizing its design, ambiance, and the overall dining experience it offers to guests. Mention the restaurant’s location, highlighting its accessibility and the convenience it offers to diners, such as proximity to entertainment venues or ease of parking. Explain why this location is advantageous in attracting your target clientele.

Supply & Operations

Detail the range of cuisines and dishes offered, from appetizers and main courses to desserts and specialty beverages. Outline your sourcing strategy, ensuring it reflects a commitment to quality and sustainability, and matches the market you’re targeting.

Highlight any unique culinary techniques, exclusive ingredients, or innovative kitchen technologies that set your restaurant apart. Discuss your operational strategies, including inventory management, supplier relationships, and kitchen workflow, to ensure efficiency and consistency in delivering exceptional dining experiences.

Industry size & growth

In the Market Overview of your restaurant business plan, start by examining the size of the restaurant industry and its growth potential. This analysis is crucial for understanding the market’s scope and identifying expansion opportunities.

Key market trends

Proceed to discuss recent market trends , such as the increasing consumer interest in farm-to-table dining, ethnic cuisines, and experiential dining experiences.

For example, highlight the demand for restaurants that offer unique cultural dishes, the growing popularity of health-conscious and dietary-specific menus, and the integration of technology in enhancing the dining experience.

Competitive Landscape

A  competitive analysis  is not just a tool for gauging the position of your restaurant in the market and its key competitors; it’s also a fundamental component of your business plan.

This analysis helps in identifying your restaurant’s unique selling points, essential for differentiating your business in a  competitive  market.

In addition, competitive analysis is integral in laying a solid foundation for your business plan. By examining various operational aspects of your competitors, you gain valuable information that ensures your business plan is robust, informed, and tailored to succeed in the current market environment.

Identifying Competitors in the Restaurant Industry

To comprehensively understand the competitive landscape, start by identifying both direct and indirect competitors in your area. Direct competitors are restaurants offering similar cuisines or targeting a comparable customer base. For instance, if your restaurant specializes in authentic Mexican cuisine, other nearby Mexican restaurants are direct competitors. Indirect competitors may include food trucks, cafes, or even fast-casual eateries offering diverse menus that overlap with your offerings.

Leverage digital tools like Google Maps, Yelp, or food delivery apps to map out the locations of your competitors. Reviews and ratings on platforms like TripAdvisor and social media can offer valuable insights into competitors’  strengths and weaknesses . Positive reviews highlighting exceptional service or a unique dining experience at a competitor’s restaurant can signify an area of focus for differentiation and improvement.

Restaurant Competitors’ Strategies

To conduct a comprehensive analysis, delve into various aspects of your competitors’ operations:

• Menu Offerings:  Assess the breadth and uniqueness of dishes offered by competitors. Take note if any local restaurants are gaining traction by focusing on farm-to-table ingredients, regional specialties, or offering innovative fusion cuisines, as these aspects often indicate emerging  market trends .
• Service and Ambiance:  Evaluate the overall customer experience. Identify if there’s a competitor renowned for its fine dining experience, another known for its trendy and vibrant atmosphere, or one that excels in providing a casual, family-friendly environment. These elements significantly contribute to a restaurant’s success and differentiation.
• Pricing and Positioning:  Compare pricing strategies . Determine whether competitors are positioned as budget-friendly eateries or if they adopt a more upscale approach with premium pricing, highlighting gourmet ingredients, or exclusive dining experiences.
• Marketing Channels :  Analyze how competitors market their restaurants. Do they leverage social media platforms for promotions, engage in collaborations with local influencers, or host special events or themed nights? Understanding their marketing tactics provides insights into effective promotional strategies that resonate with the  target audience .
• Operational Efficiency:  Observe if competitors have adopted technological advancements such as online reservations, mobile apps for ordering, or contactless payment systems. These innovations not only streamline operations but also contribute to an enhanced customer experience.

What’s Your Restaurant’s Value Proposition?

Reflect on what uniquely distinguishes your restaurant from the competition. It could be your innovative fusion of cuisines, a strong emphasis on locally sourced and sustainable ingredients, or perhaps a distinctive ambiance that reflects a particular cultural theme or historical narrative.

Listen attentively to customer feedback and observe emerging industry trends to identify gaps or unmet demands in the market. For instance, if there’s a growing interest in plant-based dining experiences and competitors have not tapped into this niche, it could present an opportunity for your restaurant to cater to this demand and stand out.

Consider how your restaurant’s location influences your strategy. A downtown location might warrant a focus on quick service and catering to office lunch crowds, while a suburban setting could embrace a more relaxed, family-friendly dining environment.

First, conduct a SWOT analysis for the restaurant , highlighting Strengths (such as a unique menu and exceptional customer service), Weaknesses (including potential high operational costs or strong competition in the area), Opportunities (for example, a growing interest in diverse cuisines and healthy eating), and Threats (such as economic downturns that may decrease consumer spending on dining out).

Marketing Plan

Next, develop a marketing strategy that outlines how to attract and retain customers through targeted advertising, promotional discounts, an engaging social media presence, food blogger outreach, and community involvement, such as local events or charity sponsorships.

Marketing Channels

Utilize various marketing channels to engage with your audience and attract new patrons.

Digital Marketing

• Social Media:  Utilize social media platforms such as Instagram, Facebook, Twitter, and TikTok to showcase your restaurant’s ambiance, signature dishes, behind-the-scenes glimpses, chef profiles, and customer testimonials. Regularly engage with your audience by responding to comments, hosting interactive polls, or sharing user-generated content.
• Email Marketing:  I mplement an email marketing strategy to build a loyal customer base. Offer incentives such as exclusive recipes, promotional offers, or early access to special events in exchange for subscribing to your newsletter. Regularly communicate with your subscribers, sharing updates, promotions, and stories that resonate with your brand.
• Website and SEO:  Maintain an  informative website showcasing your menu , chef profiles, reservation options, and reviews. Optimize it for local SEO to ensure visibility in searches related to your cuisine and location.

Local Advertising

• Printed Materials:  Distribute well-designed flyers in nearby neighborhoods, advertise in local magazines, and collaborate with tourism centers or hotels for exposure.
• Community Engagement:  Sponsor local events, collaborate with food bloggers or influencers, and participate in food festivals or charity events to increase brand visibility and community involvement.
• Partnerships:  Forge partnerships with complementary businesses (such as wine shops or local farmers’ markets) for cross-promotions or collaborative events.

Promotional Activities

Engage potential customers through enticing offers and events.

• Special Offers:  Launch promotions like ‘Chef’s Tasting Menu Nights’ or ‘Happy Hour Discounts’ to attract new diners and retain regulars.
• Loyalty Programs:  Implement a loyalty system offering rewards for frequent visits or referrals, such as a free appetizer or dessert after a certain number of visits.
• Events and Special Occasions:  Host themed nights, seasonal menus, or exclusive culinary events to create buzz and attract diverse audiences.

Sales Channels

Efficiently manage  sales channels  to maximize revenue and customer satisfaction.

In-Restaurant Upselling

• Menu Strategies:  Highlight premium dishes or chef’s specials, offer wine pairings or dessert suggestions, and train staff to upsell without being pushy.
• Merchandising:  Display branded merchandise, specialty sauces, or cookbooks for sale to complement the dining experience.

Online Ordering and Delivery

• Online Ordering Platform: I mplement an easy-to-use online ordering system for takeout or delivery orders. Offer exclusive online discounts or bundle deals.
• Delivery Partnerships:  Collaborate with food delivery services or establish in-house delivery for customers’ convenience.

Reservation Management

• Reservation System:  Utilize an efficient reservation platform to manage bookings. Offer incentives for off-peak reservations or special occasions.

Membership and VIP Programs

Developing membership and VIP programs can cultivate a loyal customer base and drive recurring revenue:

• VIP Memberships:  Create exclusive membership tiers offering perks like priority reservations, chef’s table access, or private event invitations.
• Reward Programs:  Develop a digital loyalty system where customers earn points for every dollar spent, redeemable for discounts, exclusive menu items, or special events.

Strategy Timeline

Finally, create a detailed timeline that outlines critical milestones for the restaurant’s opening, marketing campaigns, customer base growth, and expansion objectives, ensuring the business moves forward with clear direction and purpose.

The management section focuses on the restaurant’s management and their direct roles in daily operations and strategic direction. This part is crucial for understanding who is responsible for making key decisions and driving the restaurant towards its financial and operational goals.

For your restaurant business plan, list the core team members, their specific responsibilities, and how their expertise supports the business.

The Financial Plan section is a comprehensive analysis of your financial projections for revenue, expenses, and profitability. It lays out your restaurant’s approach to securing funding, managing cash flow, and achieving breakeven.

This section typically includes detailed forecasts for the first 5 years of operation, highlighting expected revenue, operating costs and capital expenditures.

For your restaurant business plan, provide a snapshot of your financial statement (profit and loss, balance sheet, cash flow statement), as well as your key assumptions (e.g. number of customers and prices, expenses, etc.).

Make sure to cover here _ Profit and Loss _ Cash Flow Statement _ Balance Sheet _ Use of Funds

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How to Write a Restaurant Business Plan

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When starting a business—no matter what type of business that may be—a business plan is essential to map out your intentions and direction. That’s the same for a restaurant business plan, which will help you figure out where you fit in the landscape, how you’re going to differ from other establishments around you, how you’ll market your business, and even what you’re going to serve. A business plan for your restaurant can also help you later if you choose to apply for a business loan .

While opening a restaurant isn’t as risky as you’ve likely heard, you still want to ensure that you’re putting thought and research into your business venture to set it up for success. And that’s where a restaurant business plan comes in.

We’ll go through how to create a business plan for a restaurant and a few reasons why it’s so important. After you review the categories and the restaurant business plan examples, you can use the categories to make a restaurant business plan template and start your journey.

Why you shouldn’t skip a restaurant business plan

First-time restaurateurs and industry veterans alike all need to create a business plan when opening a new restaurant . That’s because, even if you deeply understand your business and its nuances (say, seasonal menu planning or how to order correct quantities), a restaurant is more than its operations. There’s marketing, financing, the competitive landscape, and more—and each of these things is unique to each door you open.

That’s why it’s so crucial to understand how to create a business plan for a restaurant. All of these things and more will be addressed in the document—which should run about 20 or 30 pages—so you’ll not only have a go-to-market strategy, but you’ll also likely figure out some things about your business that you haven’t even thought of yet.

Additionally, if you’re planning to apply for business funding down the line, some loans—including the highly desirable SBA loan —actually require you to submit your business plan to gain approval. In other words: Don’t skip this step!

How much do you need?

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We’ll start with a brief questionnaire to better understand the unique needs of your business.

Once we uncover your personalized matches, our team will consult you on the process moving forward.

How to write a restaurant business plan: Step by step

There’s no absolute format for a restaurant business plan that you can’t stray from—some of these sections might be more important than others, for example, or you might find that there’s a logical order that makes more sense than the one in the restaurant business plan example below. However, this business plan outline will serve as a good foundation, and you can use it as a restaurant business plan template for when you write your own.

Executive summary

Your executive summary is one to two pages that kick off your business plan and explain your vision. Even though this might seem like an introduction that no one will read, that isn’t the case. In fact, some investors only ask for the executive summary. So, you’ll want to spend a lot of time perfecting it.

Your restaurant business plan executive summary should include information on:

Mission statement: Your goals and objectives

General company information: Include your founding date, team roles (i.e. executive chef, sous chefs, sommeliers), and locations

Category and offerings: What category your restaurant fits into, what you’re planning to serve (i.e. farm-to-table or Korean), and why

Context for success: Any past success you’ve had, or any current financial data that’ll support that you are on the path to success

Financial requests: If you’re searching for investment or financing, include your plans and goals here and any financing you’ve raised or borrowed thus far

Future plans: Your vision for where you’re going in the next year, three years, and five years

When you’re done with your executive summary, you should feel like you’ve provided a bird’s eye view of your entire business plan. In fact, even though this section is first, you will likely write it last so you can take the highlights from each of the subsequent sections.

And once you’re done, read it on its own: Does it give a comprehensive, high-level overview of your restaurant, its current state, and your vision for the future? Remember, this may be the only part of your business plan potential investors or partners will read, so it should be able to stand on its own and be interesting enough to make them want to read the rest of your plan.

Company overview

This is where you’ll dive into the specifics of your company, detailing the kind of restaurant you’re looking to create, who’s helping you do it, and how you’re prepared to accomplish it.

Your restaurant business plan company overview should include:

Purpose: The type of restaurant you’re opening (fine dining, fast-casual, pop-up, etc.), type of food you’re serving, goals you have, and the niche you hope to fill in the market

Area: Information on the area in which you’re opening

Customers: Whom you’re hoping to target, their demographic information

Legal structure: Your business entity (i.e. LLC, LLP, etc.) and how many owners you have

Similar to your executive summary, you won’t be going into major detail here as the sections below will get into the nitty-gritty. You’ll want to look at this as an extended tear sheet that gives someone a good grip on your restaurant or concept, where it fits into the market, and why you’re starting it.

Team and management

Barely anything is as important for a restaurant as the team that runs it. You’ll want to create a section dedicated to the members of your staff—even the ones that aren’t yet hired. This will provide a sense of who is taking care of what, and how you need to structure and build out the team to get your restaurant operating at full steam.

Your restaurant business plan team and management section should have:

Management overview: Who is running the restaurant, what their experience and qualifications are, and what duties they’ll be responsible for

Staff: Other employees you’ve brought on and their bios, as well as other spots you anticipate needing to hire for

Ownership percentage: Which individuals own what percentage of the restaurant, or if you are an employee-owned establishment

Be sure to update this section with more information as your business changes and you continue to share this business plan—especially because who is on your team will change both your business and the way people look at it.

Sample menu

You’ll also want to include a sample menu in your restaurant business plan so readers have a sense of what they can expect from your operations, as well as what your diners can expect from you when they sit down. This will also force you to consider exactly what you want to serve your diners and how your menu will stand out from similar restaurants in the area. Although a sample menu is in some ways self-explanatory, consider the following:

Service : If your brunch is as important as your dinner, provide both menus; you also might want to consider including both a-la-carte and prix fixe menus if you plan to offer them.

Beverage/wine service: If you’ll have an emphasis on specialty beverages or wine, a separate drinks list could be important.

Seasonality: If you’re a highly seasonal restaurant, you might want to consider providing menus for multiple seasons to demonstrate how your dishes (and subsequent purchasing) will change.

Market analysis

This is where you’ll begin to dive deeper. Although you’ve likely mentioned your market and the whitespace you hope to address, the market analysis section will enable you to prove your hypotheses.

Your restaurant business plan market analysis should include:

Industry information: Include a description of the restaurant industry, its size, growth trends, and other trends regarding things such as tastes, trends, demographics, structures, etc.

Target market: Zoom in on the area and neighborhood in which you’re opening your restaurant as well as the type of cuisine you’re serving.

Target market characteristics: Describe your customers and their needs, how/if their needs are currently being served, other important pieces about your specific location and customers.

Target market size and growth: Include a data-driven section on the size of your market, trends in its growth, how your target market fits into the industry as a whole, projected growth of your market, etc.

Market share potential: Share how much potential there is in the market, how much your presence will change the market, and how much your specific restaurant or restaurant locations can own of the open market; also touch on any barriers to growth or entry you might see.

Market pricing: Explain how you’ll be pricing your menu and where you’ll fall relative to your competitors or other restaurants in the market.

Competitive research: Include research on your closest competitors, how they are both succeeding and failing, how customers view them, etc.

If this section seems like it might be long, it should—it’s going to outline one of the most important parts of your strategy, and should feel comprehensive. Lack of demand is the number one reason why new businesses fail, so the goal of this section should be to prove that there is demand for your restaurant and show how you’ll capitalize on it.

Additionally, if market research isn’t your forte, don’t be shy to reach out to market research experts to help you compile the data, or at least read deeply on how to conduct effective research.

Marketing and sales

Your marketing and sales section should feel like a logical extension of your market analysis section, since all of the decisions you’ll make in this section should follow the data of the prior section.

The marketing and sales sections of your restaurant business plan should include:

Positioning: How you’ll describe your restaurant to potential customers, the brand identity and visuals you’ll use to do it, and how you’ll stand out in the market based on the brand you’re building

Promotion: The tools, tactics, and platforms you’ll use to market your business

Sales: How you’ll convert on certain items, and who/how you will facilitate any additional revenue streams (i.e. catering)

It’s likely that you’ll only have concepts for some of these elements, especially if you’re not yet open. Still, get to paper all of the ideas you have, and you can (and should) always update them later as your restaurant business becomes more fully formed.

Business operations

The business operations section should get to the heart of how you plan to run your business. It will highlight both internal factors as well as external forces that will dictate how you run the ship.

The business operations section should include:

Management team: Your management structure and hierarchy, and who is responsible for what

Hours: Your hours and days of operation

Location: What’s special about your location that will get people through the door

Relationships: Any advantageous relationships you have with fellow restaurateurs, places for sourcing and buying, business organizations, or consultants on your team

Add here anything you think could be helpful for illustrating how you’re going to do business and what will affect it.

Here, you’ll detail the current state of your business finances and project where you hope to be in a year, three years, and five years. You’ll want to detail what you’ve spent, what you will spend, where you’ll get the money, costs you might incur, and returns you’ll hope to see—including when you can expect to break even and turn a profit.

Financial statements: If you’ve been in business for any amount of time, include existing financial statements (i.e. profit and loss, balance sheet, cash flow, etc.)

Budget: Your current budget or a general startup budget

Projections: Include revenue, cash flow, projected profit and loss, and other costs

Debt: Include liabilities if the business has any outstanding debt or loans

Funding request: If you’re requesting a loan or an investment, lay out how much capital you’re looking for, your company’s valuation (if applicable), and the purpose of the funding

Above all, as you’re putting your financials together, be realistic—even conservative. You want to give any potential investors a realistic picture of your business.

Feel like there are other important components but they don't quite fit in any of the other categories (or make them run too long)? That’s what the restaurant business plan appendix section is for. And although in, say, a book, an appendix can feel like an afterthought, don’t ignore it—this is another opportunity for you to include crucial information that can give anyone reading your plan some context. You may include additional data, graphs, marketing collateral (like logo mockups), and more.

LLC Formation

The bottom line

Whether you’re writing a restaurant business plan for investors, lenders, or simply for yourself and your team, the most important thing to do is make sure your document is comprehensive. A good business plan for a restaurant will take time—and maybe a little sweat—to complete fully and correctly.

One other crucial thing to remember: a business plan is not a document set in stone. You should often look to it to make sure you’re keeping your vision and mission on track, but you should also feel prepared to update its components as you learn more about your business and individual restaurant.

This article originally appeared on JustBusiness, a subsidiary of NerdWallet.

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How to write a restaurant business plan

A small restaurant business plan is the roadmap you use to open a successful spot. As a first step to creating yours, ask your friends and colleagues to share restaurant business plan examples. Their restaurant business plan samples can inspire yours.

Once you’ve studied those examples, it’s time to start writing your own. No matter how much thought you’ve put into your concept or how many trusted colleagues have assured you of its greatness, you must write a restaurant business plan. It will prove the viability of your concept to potential investors and provide them with a clear and engaging answer to the question: “Why does the world need this restaurant?”

“The point of a business plan is to show that you’ve done your homework,” says Charles Bililies, owner of Souvla , a fine casual Greek restaurant in San Francisco that has received national acclaim since opening in the spring of 2014.

“You have to show any potential investor that you have an actual plan, you know what you’re talking about, it looks professional, and you’re not just screwing around.”

Quick links Branded cover Table of contents Concept Sample menu Service Management team Design Target market Location Market overview Marketing and publicity Specialists and consultants Business structure Financials

1. Branded cover

Include your logo (even if it’s not finalized), the date, and your name.

2. Table of contents

A table of contents in a restaurant business plan provides an organized overview of the document’s structure and content. It typically appears at the beginning of the plan and lists the major sections and subsections with their corresponding page numbers.

The table of contents is important for several reasons. Firstly, it allows readers to quickly navigate through the plan, enabling easy access to specific sections of interest. Secondly, it helps in presenting a professional and well-structured document, showing that you have carefully organized your thoughts and ideas. It also improves readability and comprehension, as readers can easily locate and refer back to relevant information

3. Restaurant concept

Describe your restaurant concept and get the reader excited about your idea. Specify whether the restaurant will be fine dining or more casual. Include an executive summary and go into detail about the food you’ll be serving, inspiration behind your concept, and an overview of service style.

Define clearly what will be unique about your restaurant and include your mission statement. This section should include a market analysis that shows how your restaurant will be similar and different from competing restaurants.

4. Sample menu

The menu is the most important touchpoint of any restaurant’s brand, so this should be more than just a simple list of items. Incorporate your logo and mock up a formatted menu design (tap a designer for help if needed).

Your sample menu should also include prices that are based on a detailed cost analysis. This will:

• Give investors a clear understanding of your targeted price point
• Provide the info needed to estimate check averages
• Show the numbers used create financial projections for starting costs
• Show investors that you’ve done the homework
• Prove you can stay within a budget

This section is most relevant for:

• Fine-dining concepts
• Concepts that have a unique service style
• Owners who have particularly strong feelings about what role service will play in their restaurant.

It can be a powerful way of conveying your approach to hospitality to investors by explaining the details of the guest’s service experience.

Will your restaurant have counter service and restaurant hostess software designed to get guests on their way as quickly as possible, or will it look more like a theater, with captains putting plates in front of guests simultaneously?

If an extensive wine program is an integral part of what you’re doing, will you have a sommelier? If you don’t feel that service is a noteworthy component of your operation, address it briefly in the concept section.

6. Management team

Write a brief overview of yourself and the team you have established so far. You want to show that your experience has provided you with the necessary skills to run a successful restaurant and act as a restaurant business owner.

Ideally, once you have described the strong suit of every member of your team, you’ll be presenting a full pitch deck. Most independent restaurant investors are in this for more than just money, so giving some indication of what you value and who you are outside of work may also be helpful.

Incorporate some visuals. Create a mood board that shows images related to the design and feeling of your restaurant.

Whether you’re planning to cook in a wood-burning oven or are designing an eclectic front-of-house, be sure to include those ideas. Photos of materials and snippets of other restaurants that you love that are similar to the brand you’re building are also helpful.

8. Target market

Who is going to eat at your restaurant? What do they do for a living, how old are they, and what’s their average income? Once you’ve described them in detail, reiterate why your specific concept will appeal to them.

9. Location

There should be a natural and very clear connection between the information you present in the “Target Market” section and this one. You probably won’t have a specific site identified at this point in the process, but you should talk about viable neighborhoods.

Don’t assume that potential investors will be familiar with the areas you’re discussing and who works or lives there—make the connections clear. You want readers to be confident that your restaurant’s “ideal” diner intersects with the neighborhood(s) you’re proposing as often as possible.

If you don’t have a site , this is a good place to discuss what you’re looking for in terms of square footage, foot traffic, parking, freeway accessibility, outdoor seating , and other important details.

10. Market overview

Address the micro and macro market conditions in your area and how they relate to licenses and permits. At a macro level, what are the local and regional economic conditions?

If restaurants are doing poorly, explain why yours won’t; if restaurants are doing well, explain how you’ll be able to compete in an already booming restaurant climate. At a micro level, discuss who your direct competitors are. Talk about what types of restaurants share your target market and how you’ll differentiate yourself.

11. Marketing and publicity

The restaurant landscape is only getting more competitive. Discuss your pre- and post-opening marketing plans to show investors how you plan to gain traction leading up to opening day, as well as how you’ll keep the momentum going.

If you’re going to retain a PR/marketing company, introduce them and explain why you’ve chosen them over other companies (including some of their best-known clients helps). If not, convey that you have a solid plan in place to generate attention on your own through social media, your website , and media connections.

12. Specialists and consultants

List any outside contractors you plan to retain, such as:

• General contractor
• PR and marketing

Briefly explain the services they’ll be providing for you, why you chose them, and any notable accomplishments.

13. Business structure

This section should be short and sweet. What type of business structure have you set up and why did you make that specific decision? You will need to work with an attorney to help you determine what business structure is best for you.

“Step one: write a business plan. Step two: hire a good attorney. In addition to helping me build a smart, sustainable business structure, my attorney was also a great resource for reviewing my business plan because she’s read thousands of them. She was a very helpful, experienced outside perspective for more than just legal matters,” says Charles Bililies.

14. Financial projections

Let your accountant guide you through this portion of your business plan. It is crucial that whoever you hire to help you with your finances has a wealth of restaurant experience (not just one or two places). They should be familiar with the financial specifics of starting a restaurant and know what questions to ask you.

Before creating realistic financial projections, your accountant will want to know:

• How many seats the restaurant will have
• What your average check will be
• How many covers per day you plan to do

Being conservative in these estimations is key. These three data points will be used as the basis for figuring out whether your concept is financially feasible.

Lou Guerrero, Principal at Kross, Baumgarten, Kniss & Guerrero, emphasizes, “You’ll get a lot of accountants that tell you that they’ve done a couple of restaurants, but you have to choose someone that has a deep expertise in what you’re doing. There’s nothing to gain from going with someone that doesn’t have a very restaurant-centric practice.”

A well-vetted accountant with restaurant experience will know exactly what you’ll need to have prepared to show investors.

The key projections you can expect to work on are:

• Pro forma profit and loss statement for the first three to five years of operation
• Break even analysis
• Capital requirements budget

Writing a comprehensive restaurant business plan is a crucial step towards opening a successful establishment. By seeking inspiration from examples, demonstrating your expertise, and addressing all the essential components, you can prove the viability of your concept to potential investors.

Remember, a well-prepared business plan demonstrates professionalism and a clear understanding of your goals, increasing your chances of achieving long-term success in the competitive restaurant industry.

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How to Write a Restaurant Business Plan: A Step-by-Step Guide

• Business , Restaurants
• April 1, 2023

If you’re planning to start a restaurant, writing a business plan is a crucial step. A well-written business plan serves as a roadmap for your restaurant, outlining your goals, strategies, and financial projections. It’s also a document that potential investors or lenders will want to see before they consider investing in your restaurant.

Writing a restaurant business plan can seem daunting, but it doesn’t have to be. The key is to break it down into manageable sections and take it one step at a time. In this article, we’ll walk you through the essential elements of a restaurant business plan and provide tips on how to write each section effectively.

Executive Summary

The executive summary is a critical part of your restaurant business plan, as it provides an overview of your entire plan. It should be concise and clear, highlighting the most important aspects of your business plan.

In this section, you should include:

• A brief introduction to your restaurant concept and target market
• Your mission statement and core values
• A summary of your management team and their experience
• A description of your menu and pricing strategy
• A financial summary, including startup costs, projected revenue, and profit margins

Keep in mind that the executive summary is often the first part of your business plan that potential investors or lenders will read. Therefore, it’s important to make a strong first impression and clearly communicate the key points of your plan.

Overall, the executive summary should be no more than one or two pages long, and should be written in a clear and concise manner. It should be easy to read and understand, and should leave the reader with a clear understanding of your restaurant concept and the potential for success.

Market Analysis

Before starting a restaurant business, it is essential to conduct a thorough market analysis to understand the market trends, competition, and target customers. The market analysis section of the business plan should provide a detailed overview of the restaurant industry’s current state and future growth potential.

One way to conduct market research is by analyzing industry reports, such as those published by the National Restaurant Association. These reports provide valuable insights into consumer trends, industry growth rates, and market size. Additionally, researching local competition and their offerings can help identify gaps in the market and opportunities for differentiation.

Another critical aspect of market analysis is identifying the target market. Understanding the demographics, preferences, and behaviors of potential customers is crucial in developing a successful restaurant concept. This information can be gathered through surveys, focus groups, and analyzing customer data from similar businesses.

Finally, it is essential to analyze the economic and regulatory environment in which the restaurant will operate. Factors such as minimum wage laws, health and safety regulations, and taxes can significantly impact a restaurant’s profitability.

Overall, a comprehensive market analysis is crucial in developing a successful restaurant business plan. By understanding the market trends, competition, and target customers, entrepreneurs can create a unique concept that meets the needs of their customers and stands out in a crowded industry.

Menu and Services

One of the most important aspects of a restaurant business plan is the menu and services section. This section outlines the types of food and beverages that will be offered, as well as the overall dining experience that customers can expect.

When developing your menu, it’s important to consider the target market and what types of cuisine they prefer. It’s also important to consider the cost of ingredients and the profit margins for each dish. Offering a variety of options, including vegetarian and gluten-free choices, can help attract a wider customer base.

In addition to the menu, the services section should outline the overall dining experience. This includes details such as the style of service (e.g. casual, fine dining), the ambiance of the restaurant, and any additional services offered (e.g. catering, delivery). It’s important to consider the competition in the area and what unique services or experiences your restaurant can offer to stand out.

Tables and bullet points can be useful in conveying information about the menu and services. For example, a table could be used to list the different menu items and their prices, while bullet points could be used to highlight any special promotions or events.

Overall, the menu and services section of a restaurant business plan is crucial in outlining the types of food and experiences that customers can expect. By carefully considering the target market, competition, and costs, you can develop a menu and service offering that will attract and retain customers.

Marketing and Sales Strategies

Marketing and sales are crucial components of any restaurant business plan. Without effective marketing and sales strategies, your restaurant may struggle to attract customers and generate revenue. In this section, we’ll discuss some key strategies for promoting and selling your restaurant’s products and services.

Target Market

Before you can develop effective marketing and sales strategies, you need to identify your target market. Who are your ideal customers? What are their demographics, interests, and behaviors? By understanding your target market, you can tailor your marketing and sales efforts to appeal to their specific needs and preferences.

Online Presence

In today’s digital age, having a strong online presence is essential for any business. Make sure your restaurant has a professional website that showcases your menu, location, and hours of operation. You should also create social media accounts on platforms like Facebook, Twitter, and Instagram. These channels can help you connect with potential customers and promote your restaurant’s offerings.

Promotions and Special Offers

Offering promotions and special deals can be an effective way to attract new customers and encourage repeat business. Consider offering discounts on certain menu items or hosting special events like wine tastings or live music nights. You can also use email marketing campaigns to promote your restaurant’s latest offerings and deals.

Customer Service

Finally, don’t overlook the importance of excellent customer service. Providing a positive dining experience can help you build a loyal customer base and generate positive word-of-mouth referrals. Train your staff to be friendly, attentive, and knowledgeable about your menu and offerings.

Management and Staffing

One of the key factors for any successful restaurant is having a strong management team in place. This includes a general manager, kitchen manager, and front-of-house manager. Each of these positions has unique responsibilities that are critical to the restaurant’s success.

The general manager oversees all aspects of the restaurant, including finances, marketing, and staffing. They are responsible for creating and implementing policies and procedures that ensure the restaurant runs smoothly and efficiently.

The kitchen manager is responsible for managing the kitchen staff, ordering supplies, and ensuring that all food is prepared to the highest standards. They must have a deep understanding of food safety and sanitation regulations, as well as excellent organizational and communication skills.

The front-of-house manager is responsible for managing the waitstaff, bartenders, and host/hostess staff. They must have excellent customer service skills and be able to handle any customer complaints or issues that arise. They are also responsible for creating schedules and ensuring that the restaurant is properly staffed at all times.

When it comes to staffing, it’s important to hire people who are passionate about the restaurant industry and committed to providing excellent customer service. This includes waitstaff, bartenders, and kitchen staff. It’s also important to provide ongoing training and development opportunities to ensure that staff members are equipped with the skills they need to succeed.

Having a strong management team and dedicated staff is critical to the success of any restaurant. By investing in your team and creating a positive work environment, you can ensure that your restaurant is well-positioned for long-term success.

Financial Analysis and Projections

As you develop your restaurant business plan, it is essential to include a section on financial analysis and projections. This section should provide a detailed overview of your restaurant’s financial health and future growth potential. Here are some key elements to include:

Revenue Projections

One of the most critical aspects of your financial analysis is revenue projections. This section should include a detailed breakdown of your restaurant’s expected revenue streams, including food and beverage sales, catering, and any additional revenue streams. Use tables and charts to make this information more accessible to readers.

Cost Analysis

Another essential component of your financial analysis is a detailed cost analysis. This section should include a breakdown of all your restaurant’s expenses, including rent, utilities, food costs, and labor costs. Use bullet points to make this information easier to read and understand.

Cash Flow Analysis

Your financial analysis should also include a detailed cash flow analysis. This section should provide an overview of your restaurant’s cash flow, including cash inflows and outflows. Use tables and charts to make this information more accessible to readers.

Profit and Loss Statement

Finally, your financial analysis should include a detailed profit and loss statement. This section should provide an overview of your restaurant’s revenue, expenses, and net income. Use tables and charts to make this information more accessible to readers.

By including a detailed financial analysis and projections section in your restaurant business plan, you can provide potential investors and lenders with a clear picture of your restaurant’s financial health and future growth potential. Use tables, bullet points, and other HTML tags as necessary to make this information more accessible to readers.

Here are a few additional resources that can help you with your restaurant business plan:

• Sample business plans:  Look for sample business plans online to get an idea of what a successful restaurant business plan looks like. You can find templates and examples on websites such as Bplans, LivePlan, and SCORE.
• Industry research:  Conduct thorough research on the restaurant industry to understand your target market, competition, trends, and challenges. Use resources such as the National Restaurant Association, industry publications, and market research reports.
• Financial projections:  Use financial modeling tools such as Excel or software such as LivePlan to create realistic financial projections for your restaurant. Make sure to include all costs, revenue streams, and contingencies.
• Legal requirements:  Consult with a lawyer to ensure that you have all the necessary permits, licenses, and contracts in place. This includes registering your business, obtaining food and alcohol licenses, and complying with health and safety regulations.

Remember that your restaurant business plan should be a living document that you update and refine regularly. It should guide your decision-making, help you secure funding, and keep you focused on your goals. With a well-written and well-researched business plan, you can increase your chances of success in the competitive restaurant industry.

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• Business Plans

Restaurant Business Plan

Welcome, ambitious entrepreneurs and aspiring restaurateurs! If you have a brilliant vision for a restaurant and seek investor capital to make it a reality, you’ve come to the right place. In this comprehensive guide, we will walk you through the essential steps of creating an impactful restaurant business plan. Not only will this plan catch the attention of investors, but it will also establish a strong foundation for your success. So, let’s dive in and start building the blueprint for your culinary venture.

Understanding Your Target Audience and Market

Before we delve into the intricacies of your business plan, it’s crucial to have a clear understanding of your target audience. Getting to know their preferences, habits, and desires will enable you to tailor your offerings to their specific tastes. Perhaps your target audience consists of pizza enthusiasts or health-conscious individuals seeking nutritious options. Catering to their preferences will increase your chances of winning their hearts and stomachs.

Additionally, thoroughly researching your competition is paramount. Analyze their strengths, weaknesses, and pricing strategies to identify any gaps your restaurant can fill. By understanding the market saturation, you can position your unique concept in a way that distinguishes it from existing establishments.

Defining Your Unique Value Proposition

Now, let’s bring out the secret ingredient that sets your restaurant apart—the unique value proposition. This is what sets you apart from the competition and generates a memorable dining experience. It could be your unrivaled concept, the way you expertly combine flavors, or your commitment to using locally sourced ingredients. Imagine yourself as a contestant on a cooking competition, aiming to awe the judges—your potential investors. Articulate your value proposition with passion and conviction, compelling them to envision the exceptional experience your restaurant will offer.

Menu Development and Pricing Strategy

With your target audience in mind, it’s time to create a menu that captivates their taste buds. Craft dishes that align with their preferences, making sure to incorporate a diverse range of options. Whether they’re enthralled by plant-based cuisine or traditional cheeseburgers, cater to their desires and leave them craving more.

Yet, crafting a menu isn’t complete without considering pricing. Striving for the ideal balance between cost, quality, and customer expectations is crucial. You want to ensure profitability while offering prices that entice customers to choose your establishment over competitors. Therefore, factor in the costs associated with preparing each dish, set margins that guarantee profitability and ensure your prices reflect the value you provide.

Operational Plan and Organizational Structure

Now, let’s delve into the operational aspects of your business plan. Just as a recipe requires careful organization, your plan should outline the layout and facility requirements of your restaurant. Consider the seating capacity, kitchen setup, and equipment needed to create a seamless dining experience.

Moreover, detail the operational processes and workflow that will drive the smooth running of your restaurant. From managing reservations and staff scheduling to inventory control and customer service, every aspect plays a pivotal role. Highlight your plans for incorporating innovative technologies to streamline operations and enhance efficiency.

Of course, assembling a competent team is essential. Clearly define the organizational structure and showcase the roles and responsibilities of key team members. Demonstrate to investors that you possess the necessary culinary expertise, outstanding management skills, and a passion for delivering excellent service. Just like harmonizing the perfect culinary ensemble, your team’s collective expertise will be paramount to your success.

Marketing and Sales Strategy

Now that we have the recipe and the team, let’s develop the perfect strategy to entice customers to your restaurant. A well-crafted marketing and sales plan will be your secret ingredient for attracting and retaining a loyal customer base.

Your marketing plan should encompass both online and offline channels. Embrace the power of social media, websites, and online advertising to tap into today’s digital landscape. Additionally, consider traditional methods like print media and local partnerships to reach a broader audience. By combining old and new marketing techniques, you can maximize your restaurant’s exposure.

Engage with customers on social media by sharing captivating food photos, captivating behind-the-scenes insights, and compelling customer stories. Encourage user-generated content and reviews to build trust and broaden your brand’s reach. With a comprehensive marketing strategy, your restaurant will become the talk of the town, enticing customers to eagerly visit your establishment.

Financial Projections and Funding Needs

Now, let’s crunch some numbers. Investors seek a clear understanding of your financial projections and funding requirements. Prepare a detailed financial forecast encompassing startup costs, operating expenses, and revenue projections. Thoroughly research and base your projections on market insights to ensure accuracy.

When outlining your funding needs, be transparent about how investor capital will drive your restaurant’s growth and profitability. Explain how the investment will be allocated, whether through traditional loans, investor partnerships, or crowdfunding. Align your financial needs with the potential returns for your investors, painting a compelling picture of the business opportunity at hand.

Risk Assessment and Mitigation

Lastly, let’s address the risks that accompany any business venture. Investors understand that challenges are inevitable, but they want to see that you have assessed potential risks and formulated solid mitigation strategies.

Identify the risks specific to the restaurant industry, such as evolving food trends and economic downturns. Showcase your contingency plans, demonstrating preparedness and adaptability. Similar to having backup ingredients in your pantry, investors need to see that you’re equipped to handle unforeseen circumstances. By effectively addressing risks, you will inspire confidence in your ability to navigate obstacles and ensure ongoing success.

Congratulations, fellow entrepreneur! Armed with this guide, you now possess the knowledge to create an effective restaurant business plan. From understanding your target audience and developing a unique value proposition to crafting an impactful marketing strategy and presenting compelling financial projections, you’re well on your way to culinary greatness. It’s time to roll up your sleeves, gather your ingredients, and start cooking up that irresistible business plan. You have the passion, skills, and expertise to thrive—now, go out there and let your restaurant shine. Bon appétit!

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• Resources and Advice

Everything You Need to Write a Restaurant Business Plan

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Before your car was built, it was a series of lines on an engineer’s laptop screen. Before your favorite album was recorded, a musician scribbled out some rhymes in a notebook. And before your restaurant is going to launch, you likewise have to begin with the intense work of creating a blueprint of your idea — your restaurant’s themes, its physical spaces, its food, its drink, its staff, its marketing, its tech, and its expenses. The title for this package of art, chemistry, design, and accounting goes by the extraordinarily humble title of your business plan.

With a business plan, you show the world — or, more precisely, potential investors and partners — exactly what you intend to create, if you can secure the money and the help. You don’t need to know everything about the future in order to make a convincing plan. You should do your best to figure out what it costs to hire a sous chef in Seattle and the price of bread flour in Honolulu and what A/C costs for a barbecue joint in July in Tulsa. Don’t get blindsided by the obvious costs of your unique project, because not-so-obvious ones will be all around you.

To get you started, we got the download from two people who know the score: Sean F Hennessy and Richie Karaburun, both clinical associate professors at New York University’s Jonathan M. Tisch Center of Hospitality. They underlined how difficult this process is in any environment, and how it’s only becoming tougher as investors steady themselves from the whipsaw of the past few years. “The strength of the market research being applied will support the comfort level of investors in your business,” Hennessey said. “The industry is a bigger leap of faith for investors. Your business is only as good as how many customers you’ve had during the last meal, period.”

But don’t let the world economy discourage your very personal idea. If you know you have the goods, charge ahead and get that bag. Here’s how to build a restaurant business plan that will lead you into a future of your making.

Begin with your executive summary

Your executive summary should present the tl;dr of your business plan. Think of it like the back cover of a novel. This is where you boil down the tightest possible description and pitch for your establishment, drawing from all the other facets of your business plan. As you continue developing your business plan, your executive summary will evolve to reflect your learnings and structure. You may write this first, but be prepared to revise it constantly. Ideally by the time you're finished, a reader will think, Oh, yeah, that should totally be a business — this will work .

Next, bang out a business description

Start by describing what kind of restaurant you want to create. Think through such questions as: What kind of food will you serve? Are you going for fine dining, casual, or quick-serve? What kind of ambiance or vibe will you create? And what sorts of customers do you expect to attract? Paint a picture for your reader. 

Explain your value proposition

Your value proposition is what you bring to the table (heh) that no one else does, or what you bring better than anyone else. Identify your competitive advantage. This could be a combination of things: an amazing location, a winning concept for décor, a brilliant chef, your grandmother’s secret recipes. What sets you apart? Lean into whatever this is as you plan and create your concept. The world is full of restaurants already. Your value proposition is what you have figured out that makes you original (and, ideally, profitable).

Describe your background and credentials

If you have history as a restaurateur, describe your successes. If you are or have a notable chef on your team, say so. If you have deep ties to a specific community or neighborhood, or another network to draw from (professional, academic, spiritual, whatever it might be) bring it to the fore. Sell yourself. Ask: Why would you fund you?

Build and develop your menu

You probably wouldn’t even be considering opening a restaurant if you didn’t have the beginnings of a menu in mind. Still, go further than that. The menu determines not just what customers eat, but your food costs, your build-out needs, your competition, and in many cases the very location you’ll choose. Your menu should be price-competitive, yet creative enough to set you apart. You want to be reliable, yet flexible. Your menu also must work in concert with your overall brand identity and with your business model. Some foods are amazing at delivery — pizza and wings are the champs there, and drive many ghost kitchen concepts . Other foods simply aren’t going to drive as much revenue through food delivery or pickup. 

So don’t simply wave your hand and say “we’re a roti joint” or “we’re going to be a New American concept.” Get down into the weeds. Is your ideal menu seasonal or perennial? Will you be serving family style? Small plates? Can you source your ingredients from vendors you can afford? And will you have back-up vendors, just in case? What does your drinks program look like ? Are you doing NA cocktails , on-tap cocktails, or to-go cocktails ?

Good news is, a menu by no means needs to be long to be profitable. The price of your food, your prep, and your labor all will come to bear on your bottom line. For everything you intend to execute, consider cost, consider feasibility, and consider its possible appeal. Also — consider your own personal enjoyment. Don’t build a menu around foods or kitchen tasks that you can't find a way to enjoy. Your menu should make people happy, and you are the most important person in this entire equation.

Sketch out an organizational chart

You’re as successful as the people around you, and you can’t do this by yourself. Write out your org chart: who does what tasks, and who reports to whom.

Maybe you won’t need to hire immediately because your first phase is a food truck or a very small mom-and-pop. You should nonetheless consider staff planning. Figure out how many and what kinds of staffers you’ll need, what shift schedules will look like, and how much your labor will cost. Those projections are essential to building out a budget and any other financial planning (such as your expected restaurant prime cost ).

Outline your technology plan 

Take a deep breath, clear your mind, and consider your tech needs. They’re going to be several. For some restaurants the sum of your technology tools, or the so-called tech stack , is surprisingly straightforward: Pizza joints , tap rooms , and coffee shops , for example, use a handful of go-to tools. Most everyone else has to improvise a bit.

First thing, you’ll need a point-of-sale system — a huge choice, and one that will determine many other downstream tech choices. A good POS can simplify financial reports and analysis, stock turnover, and more. Your POS will be your best business management tool for day to day operations. Many businesses have transitioned to a cashless model by accepting sources like Apple Pay, Venmo, and credit card systems . Do some shopping, and don’t be shy about haggling over the price with your eventual provider.

You might need delivery and marketing services like DoorDash and GrubHub (or you might decide to launch your own delivery service ). Digital menus and ordering, virtual check-in, mobile payment systems , and a solid website all belong in this section. You might also push the boundaries further with e-commerce , reservation software , inventory management, payroll and staffing and hiring, food waste monitoring, your kitchen display systems , and online ordering platforms. So many aspects of a restaurant’s operation are propelled or assisted by different tech tools, you’re going to want to get nerdy with it, and check those price tags.

Show off some elements of your restaurant design 

Plan and consider the experience when you first walk into your restaurant following through every step of your space. What do you want your customers to experience? What environment do you want to create to represent your brand identity and how should it influence the dining experience? What about your workers — will they have their own bathroom? Lockers?

This vision will vary depending upon your type of restaurant, the space you’re working with, and your budget. Get creative. Depending upon how you expect to use the space at different times of the year and day, you may want a space that can transition to present different energies for different settings. The general design aesthetic may be something to test run at a soft opening or in feedback surveys.

Lay out your market analysis

Failing to do enough unbiased, thorough research is perhaps the greatest mistake restaurateurs make in business planning. With so many factors to consider, a guess or your gut aren’t the most reliable guides. Do your research, gather data, and make the best-educated decisions possible for your location, your budget, your concept, and your model.

Here are some broad areas to consider, with some questions to get you probing.

Location. This includes both your specific address and the rest of the neighborhood. What is foot traffic or driving traffic like? And will you have high traffic and good visibility? Who lives nearby, what do they spend, and what are their dining habits?

Have a look around, within a short drive or walking distance. Are there other restaurants with similar offerings to yours? This might not be a bad thing — opening a gelato shop on a block with an Italian restaurant might benefit you both. But if they are similar, how does their menu stack up to yours? Is their location more visible? If so, how can you set your establishment apart?

Competitive analysis. This is somewhat related to location. How well you do will depend on who else exists in your area that is both a direct and indirect competitor.

Do a SWOT analysis — strengths, weaknesses, opportunities, and threats. What demand will there be for your restaurant? Who are your top competitors, and what advantages do you have that they don’t?

Competitive analysis information for restaurants can be tricky. Business intelligence in this industry commonly travels as mostly word of mouth, which doesn’t always paint a full picture. If you have the budget, consider hiring a consultant or data firm to help you figure out the landscape. While it may be difficult to get some competitive market data, you have to be thorough.

Performance KPIs. Know how to calculate top restaurant key performance indicators, and know the most appropriate metrics of your type of restaurant. You want to set realistic financial goals.

Target marketing. Without limiting yourself, ask who is your ideal customer? Age, income, background, tastes, family size, you name it. You’re going to want to build your brand to appeal to them, without needlessly alienating other possible customers. Restaurant owners commonly overestimate how much their target demographic will spend — for instance young, hip diners are great for bringing energy and attention, but they’re often cash-poor. Know what people in your area have to spend so that you can set realistic expectations for sales.

Theme. Branding, branding, branding. This again draws from your value proposition and your overall design. Know your theme and maintain consistency to build your brand .

Financial analysis. This might be the most important analysis. If you’re spending faster than you’re earning, you’ll be sunk, and for a variety or reasons it’s easy to overestimate your profitability. Do the math — pitting all your costs against your projected revenue. Then run those calculations back while considering how you would withstand a shock to the system such as another pandemic , supply chain woes, or a bird flu that sends the price of eggs soaring. Economics is known as the dismal science for a reason. Confront the hard questions about whether you can turn a profit. 

Soft openings. Have you attempted a trial run, or a pop-up ? Do you have some other solid form of proof that your ideas — your menu, your marketing plans, your vibes — can draw an audience? If not, figure out a way to present a proof-of-concept menu of items to 50 or 100 people to get their customer feedback on quality, experience, and price point. Incorporate their testimony (and suggestions) into your overall plan, and use the test run to let investors know you’ve prototyped your concept. It gives them confidence.

Sketch out your marketing plan 

Second perhaps only to your market analysis, your marketing plan may be the most important aspect of your business plan. Your marketing plan should at the very least include: a website, a plan to use social media, a plan to use Google, a plan to use incorporate loyalty programs, any relevant traditional media (such as print or radio ads), and any other direct-to-consumer outreach — coupons, flyers, mailers, email, and so forth. Figure out what it all costs and include that estimate into your expenses.

As you imagine your marketing, picture how the other aspects of your business plan connect to it. Does your restaurant design lend itself to creating the sort of vibe you want to showcase on Instagram, for instance? Does your menu include items that perform especially well on TikTok? Is the lighting suitable for content creators to make posts of their favorite menu items? Make a note of it. Part of the business plan’s essential function is itself to market your idea to people who might back your restaurant and encourage them to bring more people next time they visit. The marketing plan thus has a dual function. It lays out your strategies and ideas; it also serves to market the business plan itself. So think of it as a place where the other components of your overall plan converge.

If you’re stumped for ideas, scope out this quick rundown of top restaurant marketing tools and digital marketing tips . Then check out ways to build a great restaurant website , strategies to win on SEO and on local SEO in particular , a primer on setting up a Google Business Profile , basic social media best practices , specific best practices for Instagram , strategies for marketing your restaurant on TikTok (plus some TikTok accounts to follow ), pointers on how to shoot great food video , how to use email as your secret weapon, and how, after all of this, to get the best returns from your restaurant marketing budget .

Finally, put the business plan to use by presenting to investors

Now, to the point of the plan: Showing people who might want to invest in your restaurant that you’ve got a chance to turn a buck. Restaurants fail all the time. Top of your investors' minds will be the question you've been considering all along now, namely: How will this venture survive to make a profit?

Ideally you’re presenting to investors around your soft launch. If the soft launch and the pitch are successful, you may get some capital lined up and get to move ahead to the hard launch.

Whether you win over private investors or secure a business loan, this business plan will allow you to present a strong, metrics-based pitch that shows a path to success grounded in realistic expectations and thorough market research. By the time you’ve honed your business plan, tweaking and adjusting as you interrogate your ideas, you should feel ready for anything.

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• Restaurant Website Builder

The restaurant industry is as dynamic as it is diverse, with various types of restaurants catering to different culinary preferences. For those aspiring to open a new restaurant, understanding this vast landscape is crucial. One of the pivotal steps before diving into this venture is to create a business plan. It not only defines the unique essence of your eatery but also lays out a roadmap for its successful operation. Familiarizing oneself with the different types of restaurants is essential to pinpoint your niche and stand out in a bustling market.

What is A Restaurant Business Plan?

When you’re planning to open a restaurant, a comprehensive restaurant business plan is your blueprint to success. It serves as a strategic guide, outlining your restaurant’s vision, objectives, and operational procedures. But beyond its functional use for the business owner, a well-crafted plan becomes a tool to attract potential investors.

Writing a business plan requires detailing every aspect of your restaurant dream, from the concept and target demographic to the financial projections and marketing strategies. For restaurant owners, this document encapsulates the essence of their establishment, ensuring they remain on the right track. Moreover, presenting this plan to potential investors offers a clear, organized view of your vision, increasing their confidence in the venture.

Ff you want to get your restaurant off the ground and appeal to both patrons and investors, a restaurant business plan is not just a recommendation—it’s a necessity.

Why A Business Plan Is Important For A Successful Restaurant Business?

Making a restaurant a reality isn’t just about great food or an attractive interior; it’s about laying the groundwork for success with a good business plan. A well-crafted restaurant business plan comes with a slew of benefits, not least of which are:

Clear Vision and Objectives: One of the foremost reasons to plan for your restaurant is to articulate a clear vision and set definitive objectives. This process helps you refine your restaurant ideas, making them more viable in the real world. With a concrete vision, you can maintain a consistent direction and avoid being swayed by fleeting trends that don’t align with your brand.

Financial Planning: Money is the lifeline of any venture. A restaurant business plan provides a detailed financial blueprint, determining startup costs, projecting revenues, and outlining budgetary constraints. It anticipates potential financial hurdles, allowing restaurant owners to make informed decisions. By meticulously charting out every financial detail, restaurant owners can ensure they have the necessary funds to sustain the business, even during lean periods.

Operational Efficiency: Operational hiccups can turn even the most promising restaurant ideas into failures. With a comprehensive business plan, you can optimize staffing, inventory management, customer service, and daily operations. A good plan streamlines the restaurant’s workflow, enhancing efficiency and customer satisfaction.

In a world teeming with culinary ventures, a business plan is essential to stand out. It gives clarity to your vision, ensures sound financial footing, and optimizes operations, paving the way for the restaurant needs to thrive.

Step-by-step Guide To Write A Restaurant Business Plan

Starting a restaurant is a dream for many, but to make that restaurant dream into a reality, one needs a structured approach. A winning restaurant business plan provides a comprehensive roadmap to bring your vision to life. Here’s how to craft that perfect plan:

1. Executive Summary

The executive summary is a snapshot of your entire restaurant business plan. Typically, it should be concise, about one to two pages long, capturing the essence of what your restaurant is about and what it aims to achieve.

What should you cover in an Executive Summary?

• Introduce your bakery business : Begin by describing the kind of restaurant you’re opening.
• State your mission and vision : Your mission statement reflects your restaurant’s core purpose, while the vision paints a picture of its future.
• Outline your objective : Define the goals for your new business.
• Provide a financial overview : Offer a brief insight into the financial state of your business.

2. Restaurant Business Description

This section provides an in-depth look into what your restaurant is and what it aims to offer to the diner.

What should you cover in the restaurant description section?

• Talk about your bakery concept : Describe your restaurant, its theme, and its unique approach to serving patrons.
• Explain your unique selling proposition (USP) : What sets your restaurant apart?
• Operational model : Explain how you’ll operate your restaurant before and after opening.

3. Market Analysis

Market analysis provides data-driven insights derived from thorough market research. It helps restaurant owners understand their audience and the market landscape.

• Target market : Delve into the demographics of your potential clientele.
• Location : Describe where your restaurant fits geographically and why it’s an ideal spot.
• Competition : Analyze other restaurants in the area and their offerings.

4. Organization and Management

This section presents the business structure and the key players driving your restaurant’s operations.

What should you cover in the organization and management plan?

• Restaurant ownership information : Detail the type of business entity (e.g., LLC, Partnership) and ownership distribution.
• Profiles of your Restaurant management team : Introduce your core team members, their roles, and their experience in the restaurant industry.

5. Sample Menu

This section is a sneak peek into what diners can expect when they visit.

What should you consider when creating a sample menu?

• Menu items : List down dishes and beverages you’ll offer.
• Unique Selling Proposition (USP) : What makes your menu stand out?
• Menu Pricing : Provide a range or specific prices for your offerings.

6. Marketing Strategy

The restaurant marketing strategy outlines how you plan to market your restaurant and drive sales.

What should you cover in the marketing strategy for your restaurant business?

• Define your brand : Discuss the brand identity – from logo to restaurant design.
• Plan how you’ll attract diners, from online promotions to loyalty programs,  SEO for website, and partnerships with local local businesses
• Considering using an  online food ordering system  in your food truck
• Create a  digital menu with QR code  to make your menu easy for your customers to access online

7. Business Operations

This section delves into the day-to-day operations of running your restaurant.

What operational issues should you address in your business plan?

• Supply chain : Detail how you’ll procure ingredients and manage inventory.
• Operating hours : What days and hours will you operate? Consider peak meal times and special events.
• Staffing : Discuss hiring, training, and staff management plans.
• Equipment : List the equipment needed to run the restaurant.

8. Financial and Loans

Opening a restaurant is an exciting venture, but it comes with its own financial intricacies. Before embarking on this journey, understanding the fiscal requirements is essential.

How Much Does It Cost to Start a Restaurant?

Depending on the type of restaurant you’re opening, costs can vary significantly. Starting a bar business, for instance, can range anywhere from $95,000 to over $2 million. Several factors can influence these numbers. The size of the restaurant, its location, and the culinary offerings play crucial roles in the total investment. Want to delve deeper into the specifics? This comprehensive guide on how much it costs to open a small restaurant breaks down the various expenses you can expect.

How Many Ways to Fund Your Restaurant?

For every restaurant dream, funding is a pivotal aspect. From traditional bank loans to seeking angel investors or crowd-funding, there’s a multitude of avenues available for those considering opening a restaurant.

Important Questions to Consider When You Create Your Funding Request

Beyond just how much you plan to spend, you’ll want to include details on projected ROI, repayment strategies, and how the funds will directly help grow your business. Remember, lenders and investors are most interested in understanding how their contributions will help the restaurant flourish and ensure a return on their investment.

9. Financial Projections

Financial projections are a crucial aspect of the business plan, providing a roadmap for operating the restaurant and giving potential investors a clear picture of your business strategy.

Break-even analysis

This analysis tells you when your restaurant may start to turn a profit, balancing out initial investments and operational costs. It’s essential to understand this when you plan to gain traction and open the restaurant.

To calculate the break-even point, use this formula: Fixed Costs / (Price – Variable Costs) = Break Even Point

Projected profit and loss statement

This section should include estimations of your future revenues, costs, and profits over a specific period, helping you and investors visualize the financial health of your restaurant.

Cash flow analysis

A comprehensive cash flow analysis is part of your business plan, showing the movement of cash in and out of your business. This plan can help identify periods of potential cash shortages and allow for strategic preparations.

Restaurant Business Plan Template

As you embark on the journey to make your restaurant dream come true, using a free template for guidance can be invaluable. This example provides a glimpse into what a business plan can look like. However, always remember to choose your restaurant’s features that align with your vision and market demand. For more insights, consider consulting various restaurant business plan examples and business plan samples to get a holistic view.

• Mission : “To provide an unforgettable dining experience by blending authentic flavors with a modern twist.”
• Vision : “To be the leading global chain offering our signature fusion cuisine.”
• Restaurant Description : “DineFusion, an innovative blend of Italian and Japanese cuisines, located at the heart of downtown.”
• Costs : Initial investment of $150,000.
• Profits : Expected yearly net profit of $75,000 after operating costs.

2. Description of the Restaurant

• Restaurant Concept : A fusion of Italian and Japanese cuisines, bringing together the best of both worlds.
• Restaurant Name : “DineFusion”
• Restaurant Type : Casual dining
• Restaurant Location : 123 Downtown Street, Metropolis
• Order Fulfillment : Dine-in, takeaway, and online delivery through partnering platforms.
• Working Hours : 10 AM – 10 PM daily.
• Type of Cuisine : Italian-Japanese Fusion
• Offer : From sushi rolls with a twist of Italian herbs to pizzas topped with sashimi. Include a sample menu for a detailed look.
• Unique Selling Point : “Where East meets West on a Plate!”

4. Market and Competition Analysis

Market Analysis :

• Target Customer : Young professionals aged 25-40 and tourists.
• Size of the Target Customer : Approximately 150,000 individuals fit our target profile in Metropolis.

Competition Analysis :

• Size of the Competition : Collectively serve an estimated 500 customers daily.
• Competitors’ Offer : Traditional fusion dishes without the unique Italian-Japanese blend.
• Competitors’ Prices : Average meal price is $25.

5. Investment Plan (Detailed Cost Analysis)

• Renovation: $50,000
• Kitchen Equipment: $40,000
• Initial Inventory: $10,000
• Licenses and Permits: $5,000
• Marketing and Promotion: $20,000
• Miscellaneous: $25,000
• Rent: $5,000
• Salaries: $15,000
• Utilities: $1,000
• Inventory Replenishment: $4,000
• Marketing: $2,000
• Miscellaneous: $3,000

Total Cost : Estimated monthly operating cost of $30,000.

6. Financial Forecast

Based on the expected customer footfall and average ticket size, we anticipate monthly revenues of $60,000, with a profit of $30,000 before taxes.

• Owner/Manager : Jane Smith, with 10 years of experience in the restaurant industry.
• Chef : Marco Tanaka, a specialist in both Italian and Japanese cuisines.
• Supporting Staff : 10 members, including servers, cleaners, and kitchen assistants.

8. Marketing Plan

Our marketing strategy involves an initial launch on social media platforms, collaborations with influencers, and partnerships with delivery platforms. Periodic offers, loyalty programs, and events like “fusion food fests” will help in consistent customer engagement.

Tips For Creating A Successful Restaurant Business Plan

Opening your restaurant is exhilarating, but to transform your culinary dreams into business a reality, a well-crafted business plan is paramount. Here are some tips to ensure success:

• Thorough Research : Before you put pen to paper, conduct in-depth research. Understand your target market, competition, and potential challenges. This will not only guide the rest of your plan but also demonstrate your commitment and seriousness to potential restaurant investors.
• Use a Template : If you’re unsure where to begin, use a business plan template to get started. It will offer structure and ensure you cover essential sections of your business plan.
• Clarity is Key : Your business plan should be concise yet comprehensive. Avoid jargon. Remember, you may be presenting this to individuals who might not be familiar with restaurant terminologies.
• Be Realistic with Projections : Overestimating your future success can be as detrimental as underselling it. Ensure your financial forecasts are realistic and achievable.
• Highlight What Sets You Apart : Whether it’s a unique theme, a special dish, or an innovative service model, pinpoint what makes your restaurant stand out.
• Seek Feedback : Before finalizing, seek feedback. Whether from industry peers, potential restaurant investors, or mentors, a fresh set of eyes can offer invaluable insights.

Remember, to make a restaurant business plan truly effective, it should be a living document, revised and updated as you gather more information, make decisions, and choose your restaurant’s path forward. Keep refining and adjusting to ensure the best path to make the business a thriving success.

Frequently Asked Questions

1. what should be included in a restaurant plan.

A comprehensive restaurant business plan should include an executive summary, a clear description of the restaurant’s concept, target market, and location, a detailed menu offer, a market and competition analysis, an organizational and management outline, a marketing strategy, and financial projections. When you choose your restaurant’s theme and style, consider aspects like the restaurant interior, which plays a pivotal role in attracting diners. Leveraging a free restaurant business plan template can streamline this process, ensuring that no critical section of the business plan is overlooked.

2. What is a strategy plan of a restaurant?

The strategy plan of a restaurant defines its path to success. It encompasses the restaurant’s mission, vision, and the tactics it will use to achieve its objectives. This might involve decisions on restaurant technology, like using a particular POS system, adopting a reservation tool, or incorporating a digital feedback system. It also details how the restaurant will stand out in the market, whether through unique culinary offerings, exceptional service, or a distinctive dining environment.

3.  How do I write a business proposal for a food business?

When writing a business proposal for a food business, begin by introducing your business concept and vision. Detail the products or services you intend to offer and your target market. Highlight the operational aspects, such as suppliers, equipment, and location. Delve into financial projections, including startup costs, expected revenue, and profitability. Your proposal should align with the specific needs and interests of the person or entity you’re pitching to.

4. How do you write a marketing plan for a restaurant?

A marketing plan for a restaurant should start with an understanding of your target customers. Identify where they spend their time online and offline and strategize accordingly. Outline your brand voice and how you’ll communicate your unique selling proposition. Factor in promotions, advertising campaigns, and loyalty programs. Also, consider modern restaurant technology tools that can aid in marketing, such as CRM systems or social media analytics tools. Ensure that each marketing initiative has clear objectives, a set budget, and methods to track effectiveness.

Related Restaurant Resources

• How to start a restaurant with no money
• How much do restaurant owners make
• Restaurant profit margin calculator
• Restaurant name ideas

Opening a restaurant is a thrilling yet intricate endeavor. Every section of the restaurant business plan serves as a roadmap, guiding entrepreneurs towards realizing their culinary dreams. As you choose your restaurant’s concept, location, and design, always revert to your business plan to ensure alignment with your vision. In essence, a meticulously crafted plan not only provides clarity and direction but also instills confidence in potential stakeholders. Remember, success in the restaurant industry goes beyond delectable dishes; it lies in foresight, strategy, and relentless execution.

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Who is this for?

4 key things to do before you begin writing your restaurant business plan.

So, you think you’re ready to dive into the restaurant biz? Hold up. Before you start fantasizing about your grand opening, there’s groundwork to be laid. And I’m not just talking about choosing which trendy aprons your staff will wear. Here are the four non-negotiable steps you need to tackle before you even think about drafting that business plan.

1. Figure Out Your Concept and Brand Identity

What’s your story? And no, “I want to open a restaurant” doesn’t cut it. Are you bringing the sultry tastes of New Orleans to the heart of New York? Or maybe you’re thinking of a vegan joint that even hardcore carnivores can’t resist? That’s your concept. Now, how will you sell it? That’s your brand. It’s not just about what’s on the plate; it’s about the vibe, the ethos, the whole shebang. Your concept and brand identity are what will set you apart from the “just another café” down the street. Got it?

2. Get a Grip on Locations and Logistics

Location, location, location – it’s not just a tired cliché. It’s the make-or-break factor for your restaurant dream. But here’s the kicker: some landlords want to see your business plan before they hand over the keys. It’s a bit of a chicken-and-egg situation, isn’t it? But fear not. This is where your concept shines. It gives landlords a taste of what’s to come, making them more likely to bet on your vision. And logistics? Start thinking about supply chains, kitchen flow, and whether your delivery guy will get stuck in traffic during rush hour. Thrilling, I know.

3. Menu Planning

Ah, the menu – the heart of your restaurant. This is where you get to flex your culinary muscles. But let’s not get carried away with truffle oil just yet. Your menu needs to be a carefully balanced equation of cost, creativity, and logistics. It should scream your brand, cater to your target demographic, and, above all, be feasible. Remember, a great concept with a poorly executed menu is like a smartphone with no battery life – useless.

4. Regulation and Licensing

Dreaming of a chic cocktail lounge to complement your restaurant? You better make sure you can secure that liquor license first. Regulations and licensing are the less glamorous side of the restaurant business, but they’re as crucial as the food you serve. This step is about dotting your i’s and crossing your t’s. Health inspections, food handler certifications, zoning laws – welcome to the bureaucratic maze. Navigate it successfully, and you’re one step closer to pouring those artisanal cocktails.

The Absolute Power of a Killer Restaurant Business Plan

Listen up, future restaurateurs! Why do you need a restaurant business plan that’s more detailed than your grandma’s recipe for lasagna? Simple. It’s the GPS for navigating the wild terrain of the restaurant industry. You’re not just opening a place where people eat; you’re stepping into a battlefield where only the strongest concepts thrive. You think you’ve got what it takes? Then you better have a plan that screams, “Invest in me, I’m going places!”

The Must-Haves of Your Restaurant Business Plan

Crafting this masterpiece involves more than jotting down some numbers and a catchy name. It’s about painting a picture so vivid, investors can taste your dishes just by reading the pages.

Executive Summary

This isn’t your high school book report. It’s the hook that grabs investors by their taste buds. Who are you? What’s your vibe? And why is your place going to be the new hotspot? 

Conceptualizing Your Offering

Are you the oasis for vegan foodies, or the haven for carnivores seeking their next meaty conquest? Define your universe. 

Dive deep into your menu. Why? Because your truffle mac ‘n cheese is going to revolutionize how we think about comfort food, that’s why.  

Location, Location, Location

Explain why your spot is the place to be. Is it the foot traffic, the local vibe, or because it’s an area screaming for a culinary revolution?  

Market Analysis

Who’s coming to eat? What’s the competition? And why’s your restaurant the answer to everyone’s food prayers? 

Strategy & Implementation

How are you going to fill those seats? If “If you build it, they will come” is your only plan, we need to talk. 

Management Dream Team

Who’s running the show? Why are they rock stars? 

Financial Genius

Show me the money – your startup costs, projections, and that magic break-even point. 

Might throw in a curveball or two, like the tech that’ll make your service smoother than a soufflé or the loyalty program that keeps ’em coming back for more. Custom-tailor your plan. This isn’t a one-size-fits-all kind of deal.

Why Sweating the Small Stuff Makes All the Difference

In the cutthroat culinary world, it’s the little things. Your business plan isn’t just a document; it’s your manifesto. It’s what sets you apart in a sea of sameness. Think of it as your restaurant’s DNA – from analyzing your market to breaking down your cash flow. This level of detail doesn’t just impress financiers; it gives you a map through the industry’s maze.

Ready, Set, Pre-Plan!

Think writing a restaurant business plan is your first step? Think again. Before you start dreaming up menu items or picking out tablecloths, there’s something crucial you need to tackle: our Pre-Planning Process . This isn’t just a preliminary step; it’s the foundation on which your entire concept will be built. Want to know more? We’ve laid out every detail on our website. Start Your Journey Here. Alongside the essential tasks to tackle before penning your plan, these resources are invaluable.

The Pre-Planning Process for Restaurant Entrepreneurs

Before the dream becomes reality, there’s the Pre-Planning Process. Think of it as the appetizer to the main course that is your restaurant. This phase is where your vision gets a reality check. Is your brilliant idea in sync with the market? Can it make you money? Let’s chop it up into bite-sized pieces.

Know Your Customer

Who’s sitting at your tables? Getting this right is like nailing the perfect spice blend. Use Pre-Vision Interviews and the Jobs-to-be-Done theory to decode your customers’ cravings. This isn’t just about filling bellies; it’s about fulfilling needs, wants, and dreams on a plate.

Get the full recipe on understanding your customer.

Core Cost Analysis

Next up: the dough. Can your restaurant make financial sense? Break down the costs like a recipe, from ingredients (goods) to chef’s time (labor). It’s all about balancing quality and cost to price your menu right.

Dive into the numbers with our Core Cost Analysis guide.

Business Model Development

Here’s where you sketch out your restaurant’s blueprint using the Business Model Canvas. Mix in customer insights, sprinkle in financial realities, and what do you get? A strategy that’s as solid as your signature dish.

Layer your business model with our development tools.  

Operations in Detail

Operations are the kitchen of your business. It’s where plans meet reality. From picking your team to setting up supplier ties, every choice cooks up the customer experience you’re aiming for.

Whisk through operational planning essentials here.

Startup and Operating Costs

Before the grand opening comes the bill. Understanding the full cost menu—from initial setup to the daily specials—is crucial. It sets up your pricing strategy and opens doors to investors.

Season your financial planning with our Startup and Operating Costs guide.

Now, assuming you’ve got the pre-planning in your rearview, it’s time to talk about step two: actually writing that killer restaurant business plan. This is where your concept starts to take shape, grounded in the gritty realities of the restaurant world and buoyed by your boundless passion. 

Get Up to Speed FAST!

Unsure where to start.

Actually Writing a Perfect Restaurant Business Plan

Okay, so you’re really, really, truly ready to write your restaurant business plan? Our resources guide you through, soup to nuts. Visit our Plan & Pitch section and start cooking up your success story, which will take you through the following steps: 

Understanding Audiences

Knowing who will be reading your business plan is half the battle. Customize your pitch to echo in the halls of banks, impress investors, comply with regulators, charm partners, or convince landlords. Your message needs to land with impact.

Get the right structure for your audience.

Model-Based Planning®

Our Model-Based Planning® slices through the noise, offering a strategic blueprint for any restaurant concept, from a cozy café to a bustling food truck. Embrace a bird’s-eye view of your business terrain, sharpening your concept and competitive edge.

Explore Model-Based Planning®.

Narrative Development

A story well told is a story that sells. Weave your restaurant’s vision, strategy, and USP into a narrative that captivates and convinces, laying a solid foundation for your pitch.

Craft your story.

Dish out a thorough market analysis to understand your competition, the industry trends, and the economic landscape. This is your compass for navigating towards success in the restaurant sector.

Dive into market analysis.

Organizational Structure

The backbone of any successful restaurant is its team. Chart out your organizational structure and pen down compelling team biographies that demonstrate capability and credibility to potential backers.

Build your team structure.

Financial Projections

Serving up a detailed financial forecast is essential. It’s your map for budgeting, setting prices, and securing the dough (funding, that is).

Forecast your finances.

Turn your concept into a full-blown plan with actionable strategies for marketing, sales, and customer delight. A well-seasoned marketing plan ensures you hit your targets and satisfy customer appetites.

Strategize and execute.

Pitch Deck & Finances

An irresistible pitch deck and savvy financial management are your secret ingredients for attracting early-stage investment and securing a smooth launch.

Perfect your investor pitch.

Unlock the Power of Expert Business Planning

Supercharge your restaurant's success.

Our Expert Business Planning Bundle, curated specifically for restaurant entrepreneurs, is a comprehensive toolkit with everything you need to create a winning business plan.

This bundle includes the Model-Based Planning® Worksheet, a professional financial projection Excel model, and expert guides on leveraging these tools and AI to develop your plan. Don’t miss this opportunity to invest in your restaurant’s future and watch your vision come to life.

Gain an Unfair Advantage

The tools you need.

This bundle was created by the top business planning team in the U.S., responsible for the most successful business plan writing company in history. By leveraging these expert resources and insider secrets specific to restaurant planning, you’ll be able to create a standout business plan that sets you apart from the competition.

With this bundle, you will:

• Access the insider knowledge and proven strategies used by the most successful business planning company in the U.S.
• Leverage expert resources tailored specifically to the restaurant industry, giving you a competitive edge
• Streamline your planning process with the Model-Based Planning® Worksheet for Restaurants and Cafes
• Create professional financial projections using the included Excel model
• Utilize the curated restaurant-focused business plan template to structure and organize your plan effectively
• Follow expert guides on leveraging these tools and AI to develop a compelling and comprehensive business plan
• Dramatically increase your chances of securing the loans, investments, or approvals you need to bring your restaurant vision to life

Use this bundle as your primary toolkit for crafting a restaurant business plan that unlocks the funding and support you need.

When crafting a business plan for your restaurant or cafe, you need more than just a generic template. You need a toolkit carefully curated by industry experts who have spent their careers helping restaurants succeed. That’s exactly what our Expert Business Planning Bundle offers, but why invest in this bundle when there are other options available?

The answer is simple: no other resource can match the depth, breadth, and practical wisdom contained in our Expert Business Planning Bundle. Our team has distilled their thousands of hours of experience working with successful restaurants into a comprehensive toolkit that will save you time, money, and the frustration of making costly mistakes.

With our targeted, practical knowledge tailored specifically to the restaurant industry, you’ll be able to write a business plan that’s smarter than what the best consultants could produce, and that’s exactly customized to your unique needs and goals. Whether you’re seeking funding, approvals, or simply want to set your restaurant up for long-term success, our Expert Business Planning Bundle is the ultimate resource to help you achieve your vision.

Frequently Asked Questions

• How do I tailor my business plan to attract potential investors specifically?

Tailoring your business plan to appeal to potential investors involves highlighting the aspects of your business that demonstrate profitability, scalability, and a clear competitive edge. Personal information about the management team’s experience

• What information should I include in the business description section of my restaurant business plan?

The business description section should provide a comprehensive overview of your restaurant, including the concept, target market, menu offerings, and unique selling points. It should also detail the restaurant’s location, design, and how it fits into the broader market landscape. Highlight any differentiators that set your restaurant apart from competitors and outline your vision for the restaurant’s impact on the local dining scene.

• How much personal information should I share about my management team in the business plan?

Your business plan should include succinct biographies of key management team members, focusing on their relevant experience, skills, and contributions to the success of the restaurant. This section should illustrate why each member is uniquely qualified to execute the business plan, without delving into excessive personal detail. 

• Should I highlight my past success stories in the business plan?

Yes, including past a success story or two in your business plan can significantly enhance your credibility and appeal to banks, potential investors, or even landlords. Highlight how these experiences have equipped you with the skills and insights necessary to make your current restaurant venture a success. 

• What are the key elements of a company overview in a restaurant business plan?

The company overview section should summarize the essence of your restaurant, including its name, location, cuisine type, and the dining experience it offers. It should outline your mission statement, core values, and the long-term objectives of your business. 

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Full of Bologna

Executive summary executive summary is a brief introduction to your business plan. it describes your business, the problem that it solves, your target market, and financial highlights.">.

This plan provides detailed investor information and includes the basic strategic business plan necessary for initial establishment and operation of Full of Bologna, A Taste of North Italy restaurant, bar and lounge at the new and exciting Greensward in Niceburb, Stasistate.  The Greensward (a completely funded $58 million project) will open with it’s Firedrake Glass School, assorted high-traffic novelty and gift shops and museum traffic of 2,000 people per day in the summer.  Thereafter, the passage of the Gaming Bill in Stasistate Legislature will likely boost traffic to 12,000+ per day. 

A separate plan for The Greensward has been developed by Loess Cairn Commons, LLC and is extensive at 100+ pages.  That plan outlines the business growth, methods, procedures for operation, and infrastructure management.  It also includes letters of support from various governors, states and high-level business leaders.  A third report (100+ pages) supports this business plan as a Complete Appraisal and Self Contained Report, from CVE Gambier Bay Real Estate Services, Inc., and was prepared for Ms. Kitty Morris, Vice President of First Niceburb Bank.

This business is being developed by a dynamic, hard-working team of proven managers.

Full of Bologna focuses on local customers, gambling visitors, and tourist restaurant patrons who have a desire for good food and a fascinating atmosphere.  Niceburb itself is located in between the Warfside and Stasistate Memorial Bridges.  The Greensward (where we will be located) is a creative nautically themed public/private mixed-use development on 25 acres on the Stasistate River in Historic Niceburb, Border County, Stasistate.  The property development will be comprised of seven buildings totaling approximately 191,000 square feet of retail, restaurant, hotel, and office space, including food court and entertainment.

The Greensward is in the Gigametro-Megametro-Jumbometro supersprawl statistical area along the Stasistate River.  The buildings are in Stasistate; the dock and it’s ancillary pier with it’s 17-foot draft is in development, as the development border is at the low mean water line, a boundary set in the days of original settlement.

The Greensward is easily accessed from both the Interstate and state highways.  There is a population of 3.6 million within a 45-minute drive.  The metro airport, the modernized general aviation airport, a premier helicopter facility, and the Amtrak are all just a short drive away.

The city of Niceburb is in the process of revitalizing.  The city will have much to offer and the people that it draws expect a place where they will get the best of everything.  Full of Bologna restaurant, lounge and dancing will offer a new fine dining concept to the area.  The fun atmosphere, our excellent food and our friendly staff will stand out and make a name in the region.  We will succeed by giving people a combination of excellent and interesting food in an environment that attracts successful people that want to get a little bit more out of life than just the ordinary!

Full of Bologna, A Taste of North Italy will be formed in January in Stasistate, as an LLC corporation under the Laws of Stasistate.  

The dynamic management team responsible for the design, building, development of company policy, and hands-on-management of the daily operations are Fluno Gorgonzola the former Executive Chef to the President of the United States, Estate Manager for the U.S. State Department at Camp David.  In Hawaii, Tokyo, Japan, and Brussels, Belgium Mr. Gogonzola also ran a $51 million per annum budget for a chain of 37 restaurants, with 400+ staff serving 5,000 meals per day for the federal government.  His 30+ years of expertise runs from restaurant management for the first family (small) to hands-on single restaurant operational success (medium hard-core work) to global control of a restaurant chain.

Also included are Tsoutsouros Graviera, Vasto Parmigiano, Jr., Severo Sardo, Forli Taleggio (Landlord and former Manager of the Lowland Heights Golf Club, in Stonestate) and Gimli Kefalotiri.  All of them are seasoned in the restaurant, publicity and/or advertising businesses.  In addition, a team-oriented and customer-focused staff of 26 will support the management team.  Full of Bologna will retain the services of a CPA firm to perform professional company audits, prepare taxes and serve as a business consultant to assist in setting achievable long-range strategic goals.  Payroll will be done in-house as we are already established experts at it, as well as collection and payment of sales and use taxes (both Federal and multi-state regulations and forms).

Establishment of Full of Bologna provides Niceburb, Border County, and the surrounding area quality family food, entertainment and catering services.  It will fit prominently into the Niceburb Greensward project and is listed as building #7 in their business plan and design.  Two other projects are part of The Greensward under Gorgonzola – a restaurant on the river (Jolly Jack-tar Restaurant and Show and a hotel with conference and catering facilities (The Highfalutin Hotel and Spa).  The restaurant is the second Jolly Jack-tar Restaurant and Show (#1 is in Historic Malaria Swamp Village Museum in Cape Flotsom, Stasistate).

Based on the current prices in the restaurant market, Full of Bologna has the potential of high net worth by year four and that is based on very conservative estimates and under-inflated projections.  With good management, a tremendous revenue growth is expected.

The equity for each investor will be based on his or her investment.  An in-depth look can be found in our Business Ratios.

Ways to minimize risk factors to Full of Bologna’s success include:

• All payments will be cash or credit card, which eliminates the need for invoicing and collections.

1.1 Objectives

The objectives for Full of Bologna are outlined below:

• To create a restaurant whose goal is to exceed customer’s expectations.
• To increase the number of customers served by at least 20% per year through superior performance and word-of-mouth referrals.
• Have a clientele return rate of 60% by end of first year.
• Become an established community destination by end of first year for the 3,000,000 people within a 30 minute drive.
• Keeping food cost under 35% revenue.
• Keeping employee labor cost between 24-29% of revenue.
• Establish and maintain a reputation for excellent food and service.
• Averaging sales between $1,500,000-2,500,000 per year.
• Expand our marketing and advertising in Pennsylvania, Stasistate and New York.

1.2 Keys to Success

Product quality. Not only great food but great service and atmosphere. 

The menu will appeal to a wide and varied clientele.  It is international with the interesting twist of offering genuine traditional recipes of Bologna and surrounding areas of North Italy.  Of course, we will have all of the American-Italian favorites available as well.  Huge meat balls, massive lasagnas and fresh pasta. 

We will have special theme nights like restaurant nights, local artist’s openings, Easter dinners, Columbus Day, Midsummer party, Fourth of July celebration, Labor Day weekend, wine tasting dinners, special ethnic food nights, and smörgåsbords.  All this will attract a varied clientele to Full of Bologna.

Controlling costs at all times without exception.  Due to intense competition, restaurateurs must look for ways to differentiate their place of business in order to achieve and maintain a competitive advantage.  The founders of Full of Bologna realize this.  With its re-development Niceburb needs a place that will fit into the ‘new look’ of the community that is sophisticated and entertaining.  The fact that no other restaurants in the area have this concept and atmosphere – presents us with a window of opportunity and an entrance into a profitable niche in the market. 

Company Summary company overview ) is an overview of the most important points about your company—your history, management team, location, mission statement and legal structure.">

The restaurant will be an LLC corporation, owned by its founders (Misters Gorgonzola, Parmigiano, and Sardo),  and an as yet undetermined investor (major).

Tsoutsouros Graviera and Gimli Kefalotiri will have a minor stake in stock issue, which will be non-voting, non-binding and non-determinative to resolutions.

2.1 Start-up Summary

The founder of the company is Fluno Gorgonzola.  Mr. Gorgonzola works the entire restaurant from kitchen to managing personnel, handling accounts, algorithms, and computerized functions.  Gorganzola focuses on the financial, service standards and food quality issues.  Tsoutsouros Graviera and Vasto Parmigiano, Jr. will be the Restaurant Managers.  Gimli Kefalotiri will be the overall Bar Manager.

Our restaurant space is the old bank building shown as Building #7 at The Greensward located at Water and 12th streets (on the corner).  The space is approximately 4,500 square feet of usable space (main floor), a proposed, refurbished mini -mezzanine of 500 square feet (upstairs), a proposed bar/dining and dance floor downstairs and approximately 1,000 square feet of outdoor patio dining space at the front and left sides of the building (umbrellas – tables and shrubbery).  

We will begin construction of Full of Bologna, A Taste of North Italy on January 2, 2005 and open April 2, 2005.  We are seeking an investor to start up the company. 

Our start-up costs are mostly expensed equipment, furniture, painting, reconstruction, rent, start-up labor, liquor license, six months operating cash, and legal and consulting costs associated with opening the restaurant.  These are the start-up requirements to the best of our knowledge and experience in the industry.  Our bidding conference fixes prices with typed bids and solidifies costs.

A number of items are self-explanatory.  Of specific note are:

• Stationery, Menus, and Guest Checks – We know the exact costs of these items from day-to-day experience and purchasing across the three state region, firsthand.  Our stationery will be simple with the Full of Bologna logo on it (invoices, letterhead, envelopes, catering and event contracts).  As many items that can be made in-house will be controlled by our own Microsoft Registered Developers (Gorgonzola and Graviera) to save thousands of dollars.  Our menu’s will be designed, typed, developed and revised in-house to further save money.  Final printing will also be done in-house to further control costs.  Guest checks will be custom designed and serial numbered.
• Property Insurance and Workmans Compensation Insurance – These evaluations have recently been conducted with the our insurance agents.  Our estimate for Property Insurance is based on 250k of equipment protection (and 26 other line item protections) with a $1,000,000 and $2,000,000 protection for general liability.  This policy most likely will be carried via Sirius America.  Workers Compensation will most likely be handled by Amerihealth.
• Rent, or lease payments – Loess Cairn Commons, LLC has agreed to abstain from any form of rent until opening day of The Greensward, due to the sheer amount of work that needs to be done to the interior, associated and extraneous costs, opening during the winter months with related poor numbers of guests and little or no traffic in a dead end area that is dilapidated, rampant and torn down.  Upon opening day, a ramp-up to traffic of 12,000 visitors daily is expected and therefore rent will engage at the cost of $3,000 per month for the first three months and thereafter at the full rate of $6,000 per month. This is based on the computation of pre-lease letter of intent rate at $16.00 per square foot x 4,500 square feet.
• Office Supplies and General Roll-out/Set-up – This includes all forms of general usage items like staplers for the waiter station, host station, kitchen and office.  Pens, paper cutter, paper, pads and pencils, shredder and file cabinets are just a few examples of this category.  Full roll-out will occur with complete set-up in one day.
• Exterior and Interior Signage – This will include a sand blasted sign for the front as well as directional and informational signs for the parking area. Some critical signage inside is required by Stasistate and Federal law and these will be completed as well (injury, Workers Comp, Material Safety Data Sheets, Workers Right to Know, etc…).  Of important note is the flow and ebb of daily work processes which are streamlined and standardized via signs inside.  Team members who know what to do, what not to do and how to do, via signs and instructions everywhere, assimilate into the force much faster and with greater emotional understanding.  Becoming a full and contributing member of the team in a rapid manner brings satisfaction as a complete and ready helper.
• Computers, Printers and Fax Setup – Microsoft XP Professional will be the guiding force behind all of our hardware related choices.
• Micros Wireless Waiter PDA Installation – The Micros system computerization of cash registers, printers, PDA wireless transmittal, flat screens (in the kitchen, waiter area, office and host station) and hardware solutions will be expensive, but worth the investment. Waiters take orders and the wireless system transmits immediately to the kitchen while the order is duplicated in the waiter area for tracking and expediting. Simultaneously and quietly the office and host station monitors and tracks the entire restaurant floor. Waiters submit Form 1244 data nightly for IRS tip tracking compliance thus avoiding the ever increasing problem of investigations into restaurants. Likewise, hours worked are recorded digitally and overtime laws are monitored more effectively with simple printout or data blend into QuickBooks or into PayCycle of Blisstate, our certified Stasistate and Federal payment processor. Of specific note is our capability to process all payment via phone or Internet for dealers bills. Our employees will be on direct deposit for pay checks.  Our means of dealing with high intensity traditional paper processes are to streamline them and advance them into the extremist digital divide of electronic means.
• Serving Staff Uniforms  – We utilize some modern, inexpensive resources such as Vol-de-Mart and Zeers while paying higher prices for must-have items only.
• Mezzanine Building and Extension – Working with our Master Architect, Borgia Romano of GaGG, we will extend the present mezzanine out to create approximately 1,500 square feet of space for upstairs dining.
• Mechanicals, Tearout and New Installation – A complete installation of heat and air conditioning will be needed as well as hot water piping and electrical wiring.& A low voltage alarm and fire detection system will be installed.
• Start-up Labor Costs for four Months – This sector is for Gimli Kefalotiri at $3,000 per month, Tsoutsouros Graviera at $4,000 per month, Vasto Parmigiano at $5,000 per month and Fluno Gorgonzola at $5,800 per month.

Products and Services

Fresh, home-made and simple is the Full of Bologna message.  The current popularity of fresh and healthy eating is exciting for customers.  Our low-carb, low-fat or no-fat and low-calorie offerings, such as our gourmet vegetarian lasagna, will be stunning and amazing while offering full and robust flavor.  This is in keeping with the number one trend cited by the National Restaurant Association (NRA) 2005 Report.  We also will key in on high flavor, bold and spicy tones as cited as the number three trend. The number two is Ethnic food so Italian remains at the top.

Our selection of gourmet iced and hot teas or coffees along with lattes, cappucinos and espressos will resound strongly within the NRA study as these were mentioned as trends number four and ten.

Our specialty Italian and Mediterranean sandwiches, like the famous Italian Huge Plate Muffelata, will be home run hits across the board.  Our hand-made breads fresh from the kitchen will astound diners when they accompany meals and as sandwiches.  Our previous successes with Salami, Provolone and Italian Style Ham and Balsamic Vinegar/Olive Oil Remoulade Wrap or our Fried Chicken Caesar Wrap will meet with the NRA’s predicted desires for “wraps” cited under hot trend number six–gourmet sandwiches, and nine–wraps.  We also showcase an exquisite hand-made demi roll with goat cheese and roasted peppers and vegetables.  This mini sandwich is served with fresh sliced pomodoro tomatoes and crisp Boston or Romaine lettuce.    

Hot trend items number seven–seafood, and eight–comfort foods will also be addressed with our wonderful fish and seafood dishes that play into exotic spice and flavor profiles.  Some examples of these include our Spinach Stuffed, Fresh Atlantic Flounder with Roasted Red Pepper Cream Sauce and Pesto Dots.  We stuff this with our own hand reduced, fresh spinach leaves in a double chicken broth and then mix in Italian bread crumbs and lemon.  The heartiness of this dish plays towards the noted comfort foods cycle as does our Huge Italian Meatballs (baseball sized) over Spaghetti, Handmade Po Valley Oven Meatloaf with Tomato Sauce and Garlic Mashed Potatoes or Prosciutto and Peas in Fresh Cream over Spinach Linguini.

Our food products will be fresh and of the finest quality, prepared with sensitivity and care on the premises. Full of Bologna will change the “specials” on the menu every 3-4 months, but we’ll keep ‘Your Favorites.’   

Our wine list will be modest in size and primarily focused on wines from Italy, France and California.  Approximately 25% will be exclusively available by the glass and the remaining labels will be available by the bottle.

We will also feature a moderate international beer selection on tap and in bottles.  These will be exclusively dominated by Belgian and Italian beers.  We will develop our own micro brewery, offering several of our own beers.  The comfortable softly-lit bar features a comprehensive selection of the finest Vodkas, homemade Italian apertifs and digestifs (like Lemoncello) and single malt Scotches as well as all of the other favorites.  We will offer a number of Campari specialties. 

During the busy summer months customers can also sit outside on our patio and we will offer a special summer menu, featuring lighter fare, exotic drinks, and non-alcoholic offerings.  The patio and garden setting will be a fun and casual atmosphere for the summer crowd. 

We will offer a three course ‘business lunch’ prix fixe and a three course dinner prix fixe in addition to the regular menu.  We will be open 7 days a week serving lunch Monday – Friday 10:30 AM – 2:30 PM and dinner Sunday – Thursday, between 5 PM – 10 PM.  Friday and Saturday Dinner 5 PM – 11 PM.  The lounge will be open until 2 AM Friday and Saturday.  Sunday – Thursday the lounge will stay open till 12 AM.  Saturday and Sunday we will serve brunch between 11 AM – 3 PM.

The Atmosphere

Full of Bologna, A Taste of North Italy will be in the old bank building at The Greensward in Niceburb and will feature a Renaissance Era Carriage parked out front.  The entire inside decor will be that of the Italian High Renaissance, with the host and wait staff in period costumes.

When you walk into Full of Bologna you will hear the, melodic, expressive tunes, and madrigal singing of Renaissance Italy.  The green and white checkered floors off to the side contrast with the classy dark green rugs in the stronghold middle of this powerful and foreboding bank building.  Everything one looks at or touches evokes feelings of the High Renaissance, when Italy was the center of European revival of classic culture, modern science, world exploration and the new individual expression in literature, music and art.

Style of Service

Service is smart and quick with friendliness and unprecedented standards of kindness.  This attitude is exuded and demonstrated first and foremost by Fluno Gorgonzola as if he was still working at the White House.  We will leave the customer overwhelmed by value, hospitality and a sense that the norms of dining out have been broken.  To reinforce the customer’s perception of value, Full of Bologna will strive for consistency.  Consistency provides patrons with a sense of assurance according to the National Restaurant Association.  Service begins within our minds with immediate recognition upon entry into our restaurant (customers are considered “guests,” at Full of Bologna).  The management and servers will handle every detail to make the customer’s special evening even more special!  All this and our great atmosphere will make customers want to come back again and again!

Market Analysis Summary how to do a market analysis for your business plan.">

In the case of specialty centers such as The Greensward, estimating sales potential becomes significantly more subjective than that of a more traditional retail center with defined areas of trade.  In the case of The Greensward, Claritas, Inc., a nationally recognized vendor of demographic information to the retailing industry, quotes it will attract patrons from fairly distant locales, making it a destination, rather than a convenience center.

In the region, there are several such specialty centers.  These specialty areas tend to draw day or weekend patrons attracted by the appeal of goods offered.  The Greensward’s proximity to densely populated areas of Renaissance, Blisstate and Stasistate is expected to indicate a reasonable expectancy for success.

The Greensward’s Draw and Trade Area

According to Claritas, Inc., it is likely that The Greensward’s draw will be as extensive as a two-hour commute.  This appears reasonable as South Stasistate receives many visitors throughout the year, many of whom spend long weekends or longer.  For analytical purposes Claritas, Inc. has divided the trade area into primary and secondary zones.  “Between 40% and 60% of a specialty center’s retail sales are generated from the primary trade area.  Another 20% to 25% comes from the secondary area.  The balance is derived from inflow of transient customers passing through or working in the properties trade area.”  Claritas, Inc. determined that the primary trade area for The Greensward is a radius of 20 miles with the secondary trade area extending outward to a 40 mile radius. 

While a certain level of subjectivity exists in attempting to quantify the limits of a property’s trade area, based upon  observations and discussions with the owners, The Greensward’s total trade area is quite expansive.  The Firedrake Glass School, combined with available lodging facilities and water frontage tend to create characteristics which, at minimum will draw patrons within a reasonable commute.  Niceburb is within 20 minutes of Megametro, receives, 35 minutes of Gigametro and 30 minutes from the Regional Transit Rail Station.  There is good accessibility to and from nodes of residential development (specifically the Swampy Ridge region recently designated as the largest housing growth sector in the state (Construction Data News)) as well as the anticipated tenant mix at The Greensward relative to alternative centers form the basis of this opinion.

Trade Area Population

Claritas estimates the current households of the secondary trade area of The Greensward property at 1.47 million.  This represents a 5.8% increase since 1990.  The population of the total trade area is now estimated to be 5.38 million, which is a 4.6% increase over the same time period.  Looking forward, Claritas projects the population of the total trade area to increase further to 5.43 million (0.98%) while that of the secondary trade area is expected to become 1.49 million (1.69%) by the year 2006.

Trade Area Households

A household consists of all the people occupying a single housing unit.  National trends indicate that the number of households is increasing at a faster rate than the growth of the population.  Claritas shows that the number of households in the primary trade area of The Greensward is now 551,039, which is up 9.11% since 1990.  Within the total trade area, the number of households is now estimated to be 2.03 million, an increase of 7.3%.  By the year 2007, Claritas estimates that the number of households in the primary trade area to increase by 2.9%.  The secondary trade area is expected to experience a slightly lower increase of 2.0%.  Considering the above, there is growth in the number of households in the trade area.  Additionally, a greater number of smaller households with fewer children generally indicate more disposable income which is a positive factor for a property like The Greensward.  Disposable income is generally spent on eating out and entertainment (National Restaurant Association 2005 Report and Outlook) with sales exceeding $440 billion in America for 2004.

Trade Area Income

The median effective buying income (EBI) or disposable income after federal taxes in the Gigametro Metropolitan Area is currently estimated to be $43,800.  Throughout the entire metropolitan area it is estimated that 20.4% of the 1.925 million households have an effective buying income under $35,000 annually while 42.0% of households have yearly EBI in excess of $50,000.  Border County’s current median household income level of $38,834 is 11.3% below the metropolitan area’s median.

Income levels, whether on a per capita, or per household basis, indicate the economic level of the residents of the trade area.  Median household income, when combined with the number of households, is a major determinant of an area’s retail sales potential.  According to Claritas, the total trade area of The Greensward has an estimated household income of $70,025, which is more than that of the region and Border County as a whole.  Focusing on the smaller primary trade area, the current estimated household income is $74,742, reflective of the high incomes in neighboring areas such as Gigametro and Megametro.

Trade Area Sales

In order to estimate the sales potential for a project such as The Greensward, Outland-Goathum Real Estate (OGRE) has made some qualitative estimates of potential patrons based on their experience with specialty centers and the competition in the region found in their, “Complete Appraisal and Self-Contained Report.”  These projections include the average limit of travel, the number of visits per year, households and income levels of prospective patrons, and spending habits.  This analysis incorporates generalities abstracted from various publications with subjective adjustments which OGRE believes are reasonable and applicable to The Greensward property and its market area.  

The Greensward will be anchored by the enclosed Firedrake Glass School, a restaurant/dinner theater, as well as a hotel and European spa showcased by the famed Pierre and Carlo management of salons and spas.  The 40,000 square foot working glass museum and retail center will be exciting with live glass blowing and cutting.  Customers will be able to have personalized pieces created in front of their very eyes and be involved in the creation of their own pieces.  One of the most prominent artists will be Mr. Measham Stilton – the, “Gustave Caillebotte of Glass.”  As a related example; the, “Corning Center,” located in Corning, New York has 7m (seven million) visitors a year according to the recent Director Peter Yenewen who owns Crystal Signatures.  The Corning Glass Center and Museum has recently completed a 65 million dollar renovation in 2000 by Smith-Miller and Hawkinson.  In addition to the anchor tenants The Greensward will also include approximately 40 specialty shops and it is expected that patrons will spend from a half day to a weekend during each visit (OGRE).  Some of the other specialty shops include; a Ralph Lauren Outlet, art gallery and shop, food court under tent, Jolly Jack-tar Nautical Gift Shop and other shops.

On the other hand, unlike traditional shopping centers, specialty centers are typically visited only occasionally. This sporadic patronage is conservatively estimated by us at one to two visits a year per household.  Likely, those visitors within a 20 mile radius would be more inclined to visit more often, while the opposite is true of those from 20 to 40 miles out.  OGRE and Claritas concluded that households within 20 miles would visit an average of 1.5 times per year, while those living within the 20 to 40 mile radius would likely visit about half as often.

Based on figures provided by Claritas, 72.6% of households within 20 miles and 68.2% of households within 40 miles distant quantitatively equates to 1.4 million households purchasing goods and services at The Greensward.  Due to the specialty nature of the property, it is not typical that all of the households within these radii would be interested in The Greensward, or may choose an alternate location offering similar products or services.  This is even more likely for those households outside of the 20 mile radius, which have more alternatives within the same driving distance.  Considering these factors, we have conservatively projected that 50% of those potential visitors within 20 miles would patronize The Greensward, while 25% of those 20 to 40 miles out would visit regularly.  Combined this is an average of 32.1% which results in 451,826 households visiting an average of 1.08 times per year or 1,238 households visiting per day (with local staff at the shops, restaurants and hotel this is approximately 1,300 total).  Our business plan is based on 195 lunches and 195 dinners per day (130 winter).  This will escalate as the landlord brings in 20 to 40 buses per day with visitors from retirement homes, societies, churches and other special interest groups.  It may further escalate as gaming becomes a reality and the two casino barges are docked at The Greensward as early as fall of 2005.  For our estimates, though, we are only, conservatively utilizing the OGRE and Claritas figures (no buses and no gaming).  It should be of particular interest that the developer and landlord previously built the outlet malls in Centerville and utilized successful busing schemes to bring in thousands per day.

The U.S. restaurant industry is expected to post a record $476 billion in sales in 900,000 restaurant locations in 2005, according to the National Restaurant Association (NRA). The industry outlook for our region is also bright, as sales are expected to reach more than $48.1 billion next year.  In addition, the region is expected to add 129,800 restaurant-industry jobs over the next 10 years.

“The nation’s restaurants are proud to continue being an essential part of Americans’ lifestyles, as American consumers will spend almost 47% of their food dollars in the restaurant community in 2005,” said Steven C. Anderson, president and chief executive officer of the Association.  In 2005, Stasistate restaurants are expected to post sales of $10.4 billion (5.1% increase from 2004); Mythtate, $23.3 billion (4.9% increase); and Blisstate, $14.4 billion (4.3% increase).

“Several economic indicators, such as improvements in regional economic conditions, gains in disposable income and general population growth, pave the way for continued solid performance and growth,” said Hudson Riehle, senior vice president of the Association’s Research and Information Services Division. In our region sales are expected grow at a 4.8% rate.  With the number of restaurant locations in the United States growing to 900,000 in 2005, the number of restaurant jobs will also increase; the industry is expected to add 1.8 million jobs in the next 10 years.

Lastly, we have considered the spending habits of potential visitors.  Although it would not be unusual for upper income families to spend several hundred dollars per visit, we must consider that 35% of the potential patrons have a median household income of less than $75,000, with nearly half of these families in the $35k to $50k range.  Overall, it is in our opinion that a reasonable estimate of average spending would be in the range of $100 per visit.  Factoring in all of the above, results in net potential sales for the The Greensward at approximately $48.9 million per year.  A summary of the calculations is as follows:

Estimated Sales Potential

The Greensward and it’s impact on Full of Bologna, Jolly Jack-tar Restaurant and Show and The Highfalutin Hotel and Spa

Based on the proposed building area of 189,842 gross leasable square feet this indicates potential sales of $258 per square foot. As a check on the reasonableness of this figure, we have reviewed data assembled by the Urban Land Institute (ULI). Community shopping centers in the Eastern United States average sales of $251.28 in sales per gross leasable square foot, with centers in the upper decile averaging just under $480 per square foot. Given the specialty nature of The Greensward with it’s proposed mixed use (i.e.) hotel rooms, restaurant, antiques mall, Firedrake Glass School, it is likely that sales would, overall, be slightly above average. However, the purchasing power within the radii would likely keep the center from categorization in the upper decile. Therefore, the results displayed above appear reasonable given the attributes of The Greensward property proposed.

4.1 Market Segmentation

In the following tables we detail and show households by age of household and households by household income.  Our target market consists of households between the ages of 35 to 44; 45 to 54; 55 to 64 and 65 to 74.  Within the primary and secondary target markets (per OGRE analysis) of 20 and 40 miles the result of this demographic trend is 68.43% of the market – 2002 estimate (Claritas 2002 Study).  Claritas, while compiling this information, used the 1990 Census figures and converted it to Census 2000 geographics.  Claritas further projected that in 2007 this will rise to 69.26% of the market.

Our target market consists of household earners of over $35,000 per annum.  Within the primary and secondary target markets (per OGRE analysis) of 20 and 40 miles the result of this demographic trend is 68.17% of the market – 2002 estimate (Claritas 2002 Study).  The average household income was $70,025.  Claritas, while compiling this information, used the 1990 Census figures and converted it to Census 2000 geographics.  Claritas further projected that in 2007 this will rise to $83,607 or 69.26% of the market.

Demographic Trends

Yet another Market Segmentation Analysis using different segments is shown in the table and chart below.

4.2 Service Business Analysis

What is in store for the restaurant industry in 2005?  No one has all the answers, but the National Restaurant Association SmartBrief paints a picture of the year that lies ahead.  The Year-End Report presents the results from a survey of SmartBrief readers on issues facing the industry and insights from National Restaurant Association Chairman of the Board Burton “Skip” Sack.    

Thoughts From the Industry:         1. What do you predict will be the hottest new food or beverage items in restaurants in 2005?

1. “Healthy” eating — low-carb, low-fat, low-calorie, low in trans fats 2. Ethnic foods — Asian, Indian, Mexican and fusion cuisine top the list 3. High flavor — bold/spicy flavors in foods; flavor-infused cocktails, milk, water 4. Teas — specialty teas, diet spiced teas, tea-infused dishes 5. Natural/organic foods and beverages 6. Sandwiches — gourmet, deli, new flavors and breads 8. Seafood 7. Comfort foods 9. Wraps 10. Coffees — specialty coffees, flavored lattes, even coffee-based sauces

2. As a restaurant industry professional, what is the one issue that keeps you awake at night?

1. Rising costs (food, labor, energy, insurance, etc.) 2. Recruiting and retaining employees 3. Food safety/food security 4. Competition 5. Litigation/government regulations

3. When planning your next family vacation, will you:

Research restaurants ahead of time — 13.1% Wing it and choose your restaurants once your vacation gets under way — 37.5% Both of the above — 49.4%

4. In 2005, restaurants will receive about 47 cents (46.7%) out of every dollar consumers spend on food.  What do you think the percentage will be by 2015?

46.7% (current share) or less — 21% 46.8% to 50% of every dollar — 19% 50.1% to 55% of every dollar — 31% More than 55% of every dollar — 29%

Median answer: 52% of every dollar

4.2.1 Competition and Buying Patterns

Full of Bologna, A Taste of North Italy and the Jolly Jack-tar restaurants will be the only full-service restaurants within the 25-acre Greensward complex.  The business plan projections are based on 15% of the 1,300 person-per-day traffic flow of the OGRE Appraisal Report.  Additional patrons are expected due to the following factors:

• Bus tours set up by Loess Cairn Commons, LLC (landlord) bringing in an additional 1,000+ persons per day to visit the Firedrake Glass School which will be the centerpiece of the newly created “Firedrake Glass School Trail.” 
• Special events held throughout the year such as the Offshore Powerboat Association (OPA), “Liberty Grand Prix,” with it’s high-powered big-bore racers.  Will be able to contribute sponsorship for the races at The Greensward.
• “Naval Battle on the River,” a re-enactment of a colonial era warship battle on the geographics River with the Civil War Sailor and Marine Magazine and Association (CWSMMA).  This will be held on Saturdays and Sundays (May 15 – September 30).
• Loess Cairn Commons, LLC (landlord) currently has a commitment from Barkdust Mills for 3,600 room nights (occupancy) in The Greensward’s, “Highfalutin Hotel and Spa,” resort.  In addition to this, the current available capacity of room nights in this, the largest growing sector of the our multi-state region is inadequate.  Both Bowsprig, Inc. and Grumpliere Co. are increasing workers capacity in the Wetdryland district, along Center Edge Road and ultimately in Bogsboro.

The Full of Bologna restaurant and lounge should capture a minimum of 15% of the traffic flow traveling to the destination center because there are few restaurants in the Niceburb area other than the restaurants listed below:

The most popular eating places in the area are explained below:

• Golden Diner : This is an 80 seat, typical, diner, open all week and serves breakfast, lunch and dinner. It is located within an 8 minute drive of The Greensward.  Their price range is $4 – $9 for lunch and $6 – $12 for dinner entrees.
• The Italian Kitchen : An upscale restaurant/lounge/bar with an Italian menu, it is located within a 15 minute walk of The Greensward and has been open for 30 years (demonstrating viability of concept).  They are open for lunch and dinner.  The entrees on their menu range from $16 – $49 and a mixed drink is $4 – $9.  This is a strict Italian eatery very similar to Full of Bologna.  They offer common, good, traditional Italian peasant food. It is well known, with people coming from three states to eat there, and does extremely well (sometimes at 350+ dinners even on a Thursday night) regardless of the fact that the area is still undeveloped and uncultivated. 
• The Riverview Inn : This restaurant is about 30 minutes south of The Greensward, on the water.  It does not have easy access from the Interstate highway.  They have normal seating for 185 people between their two dining rooms.  The menu range is from $15 to $30.  This facility also can handle banquets of up to 250 people.  This is a wonderful restaurant to visit and has been building it’s reputation slowly, through the years. 

Marketing Strategy

  Marketing and Sales Forecast information is presented in the following topics.

5.1 Competitive Edge

The Greensward destination retail center with its captive audience and a reduced sales tax on goods of 3%, will provide the overall competitive edge needed to meet the financial projections.  Additionally, the expertise of Fluno Gorgonzola’s gourmet cooking will be marketed and used as a draw to attract more customers.  Chef Fluno has appeared on over a dozen television programs and has authored numerous articles around the world.

Mr. Gorgonzola will continue to make guest appearances and continue to author articles, however now he will use these opportunities to market his Full of Bologna, A Taste of North Italy and Jolly Jack-Tar restaurants at The Greensward.  He will further promote the restaurants by placing advertisements offering monthly cooking lessons and demonstrations.

In addition to TV appearances, hands-on demonstrations, and cooking classes, there is the strong possibility that The Greensward location will be one of the sites on the appearances River that will host slot machines. Currently there are 10 Assemblymen and 2 State Senators that have voted positively to extend the locations for slot machines in appearances. (The Greensward includes 11 acres that are located within the appearances River and the State of appearances.)  The legislation is currently slated for the 2005 session as Bill #10. Further discussion can be provided by the Real Estate Developer, Mr. Forli Taleggio.

5.2 Marketing Strategy

A charge of $2.00 dollars per square foot is being charged on the 191,000 sq ft. of retail space by the Real Estate developer.  All tenants will be required to incur this cost.  These dollars equate to $382,000 per month or $4,584,000 per year.  In additional to the marketing dollars spent on the The Greensward, Full of Bologna will spend an additional $3,375  per month or $40,500 per year on the following:

Advertising – Print

• Brochures placed in the shops at The Greensward with reciprocal placement of the shops’ brochures in Full of Bologna
• Menus placed in the Highfalutin Hotel
• Coupons handed out on site
• Sandwich boards worn by costumed personnel on site w/ madrigal music played outside of the restaurant
• Paid Advertisements in Dinner Guide & Yellow Book Publications

Media-Radio and TV

• Paid News Radio Ads impersonating Cesare and Lucrezia Borgia, with Renaissance music in background
• Guest TV appearances by “Chef Fluno” plugging his new restaurants at The Greensward

Public Relations

Survey Cards will be placed at each table for patrons to collect data on the following:

• Quality of the Food & Service 
• Demographic Information to target marketing efforts
• Sign In Book/ Ledger & Fish Bowl for Business Cards to create an E-mail List
• Newsletter- to include both a Calendar of Special Events by Full of Bologna and The Greensward Festivals and the site will also include Letters by customers and Pictures of customers at events
• Coupons may be downloaded off the web site.
• Full of Bologna will be linked to/ from hundreds of websites, including the Border County Chamber of Commerce and U.S. Chamber of Commerce.

Marketing Sales Packages

• Bus Tour Packages – Dining to be included with the Glass Center Tours
• Catering Packages targeting Local Industry and Corporate Parks
• Wedding Packages in conjunction with the Hotel & Spa Resort
• Get Away Tours in conjunction with the Hotel & Spa Resort

Special Events

Full of Bologna Special Events

• Private “Cooking Demonstrations” 
• Black Tie Cigar/Vodka/ Gourmet Dinners
• Lecture/Dinner Series
• Chili Making Contest in September
• Pumpkin Carving Contest in October
• Gingerbread Making Contest in November
• Ice Sculpture Contest in February

In conjunction with The Greensward Special Activities

January 

• Arts Business Institute Weekend Workshop
• “Greens and Grits” weeklong dinner series honoring MLK at Jolly Jack-tar Restaurant and Show (with music, stepping and special African-American speeches, lectures and presentations)
• Tour the World Dinner and Wine / Lecture Series at Full of Bologna (Alsace-Lorraine with Chef Fluno)
• Robot Wars, “Battle and Master” series at Highfalutin Hotel and Spa
• Presidents Day History Bee
• African American History Symposium, Celebration, Dancing and Robert Smalls Dinner
• Romantic Holiday Weekend Package with Special Spa discounts
• Mardi Gras Weekend Package and Mardi Gras Feast with King Cake Cutting at Jolly Jack-tar
• Tour the World Dinner and Wine / Lecture Series at Full of Bologna (Japan and Sushi with Chef Fluno)

March 

• Tribute to Europe at the Firedrake Glass School
• Saint Patrick’s Day Party / Parade / Green Beer Keg Party at Jolly Jack-tar with Festival (four days)
• Segway HT Event
• Tour the World Dinner and Wine / Lecture Series at Full of Bologna (Ice Carving with Chef Fluno)
• Black Tie Cigar Wine night with Cigar Afficionado and Wine Spectator Magazines
• Remote Control Raceboat Championships with Gold and Silver Cup Awards
• Corporate Spelling Bee, “Let’s Watch an Adult Do It and Win Cash” Official Games
• Annual Art on the Blacktop Symposium
• Tour the World Dinner and Wine / Lecture Series at Full of Bologna (Easter & Spring with Chef Fluno)
• Civil War Naval Reenactment with, “Cannon Raging Over the Open Water” and Tall Ship event
• Cinco de Mayo Fireworks and Verizon Mariachi Bands Competition for the voting public (televised live)
• House and Garden Tours
• Highfalutin Hotel and Spa Reality TV Show kickoff with Pierre and Carlo di Roma Salon and Spa
• “Masters of the Fire and Water, Make Your Own” Glass Art Show
• Tour the World Dinner and Wine / Lecture Series at Full of Bologna (Planting in the Graden with Chef Fluno)
• World War II Commemoration with reenactors howitzer, machine gun and rifle firing demo’s
• Jolly Jack-tar Micro-brewery, Annual Beer Drinking and Pretzel Eating Battle.  Beer seminars and craft making with tastings (three days)
• “Liberty Grand Prix” Boat Races Kick Off / Picnic and displays of SMART items.
• Outdoor Summer, Free Concert Series begins each Saturday night
• Tour the World Dinner and Wine / Lecture Series at Full of Bologna (Garde Manger with Chef Fluno)
• Computer Expo
• 4th of July Fireworks with Waiters and Waitress Serving and Running Competition
• Revolutionary War Naval and Army Reenactment with Horse Riding for kids / petting zoo
• Special Indoor Concert Series begins at Jolly Jack-tar (paid)
• Tour the World Dinner and Wine / Lecture Series at Full of Bologna (BBQ with Chef Fluno)
• “BBQ Battle on the River” with, “Cash is King” prizes
• Boat Races and Jet-ski series runoff
• The Circus Comes to The Greensward (outside) with full-sized tents and acts (one week)
• Poetry and writers conference with “Poetic License Competition”
• “Annual Poker Crown Platinum Winner Series” with dealing masters at the table of prizes
• Tour the World Dinner and Wine / Lecture Series at Jolly Jack-tar (Cajun & Creole with Chef Fluno)
• War of 1812 Naval Reenactment
• “Big Boss Muscle Boy Toy” Car Show with, “Bring Your Own Hot Chicks”
• Tour the World Dinner and Wine / Lecture Series at Full of Bologna (Champagne, France with Chef Fluno)
• Annual Scottish Highland Games with gamesmaster and tossing of the caber
• Bluegrass Festival, Rodeo and 4-H celebration, games and best of show contests
• Offshore Boat Races
• Tribute to Christopher Columbus and Parade, Special Full of Bologna dinners and wine tasting
• Tour the World Dinner and Wine / Lecture Series at Jolly Jack-tar (Bologna, Italy and Sicily with Chef Fluno)
• “Halloween with Fright Night Rides on the Tractor” scarecrow building, pumpkin carving funfest and ghost tours
• Veterans Day Ceremonies / Fireworks / Weapons and Aircraft Displays with Jet Fly Over
• Indian Harvest, Pow-wow, Dancing and Arts Festival
• Tour the World Dinner and Wine / Lecture Series at Jolly Jack-tar (Thanksgiving with our Indian friends and Chef Fluno)
• Breakfast(s) with Santa and Children’s Craft Making by the River
• Christmas Tree Lighting & Winter Walking Tour, Historic Candlelight Tour with the Old Time Sailors
• Glass Art Show for the Holidays and Roman reenactors at the Glass Center in full dress
• New Year’s Eve Fireworks with Masquerade Ball
• Tour the World Dinner and Wine / Lecture Series at Jolly Jack-tar (A Charles Dickens Christmas with Chef Fluno)

5.3 Sales Forecast

ASSUMPTIONS FOR SALES PROJECTIONS

• 195 lunches per day (on average), 12 months per year (15% of the OGRE daily traffic of 1,300 people per day)
• Typical lunches per year (in full year) is 70,200
• $10.50 per person average
• 195 dinners per day (June, July, August) (15% of OGRE)
• 130 dinners per day (remainder of year) (10% of OGRE)
• Typical dinners per year (in full year) is 52,650
• $20.00 per person average

LIQUOR SALES – RESTAURANT:

• In general 60% of dinner patrons will consume alcohol
• This equates to 117 drinks per day during the summer (195 dinners) and 78 (130 dinners) during the winter
• A 1/3 split between beer, wine and liquor will occur for beverage types sold

MIXED DRINKS:

• 1/3 of 117 drinkers = 39 mixed drinks per night (summer months)
• 1,170 mixed drinks with dinner during each summer month
• 1/3 of 78 drinkers = 26 drinks per night (winter months)
• 780 mixed drinks with dinner during each winter month
• Mixed drinks sell on average @ $4.50 per

WINE BY THE BOTTLE SALES:

• 4 bottles per evening Sunday through Thursday = 20 bottles
• 20 bottles – Friday night
• 20 bottles – Saturday
• 60 bottles per week = 240 bottles per month = 2,880 total
• Average sale price – $16.00

WINE BY THE GLASS SALES:

• 1/3 of 117 drinkers = 39 glasses of wine per night (summer months)
• Factor appropriate 50% reorder rate = 59 glasses of wine
• 1,770 with dinner during each summer month
• 1/3 of 78 drinkers = 26 glasses of wine per night (winter months)
• Factor appropriate 50% reorder rate = 39 glasses of wine
• 1,170 with dinner during each winter month
• Wine by the glass sells on average @ $4.00 per

BEER SALES:

• 1/3 of 117 drinkers = 39 beers per night (summer months)
• 1,170 beers with dinner during each summer month
• 1/3 of 78 drinkers = 26 beers per night (winter months)
• 780 beers with dinner during each winter month
• Beers sell on average @ $3.00 per

LIQUOR SALES – NIGHTCLUB:

• 10 drinks per evening Sunday through Thursday = 50 drinks
• 100 drinks – Friday night
• 140 drinks – Saturday
• 290 drinks per week = 1,160 drinks per month = 13,920
• 2 glasses per evening Sunday through Thursday = 10 glasses
• 20 glasses – Friday night
• 40 glasses – Saturday
• 70 glasses per week = 280 drinks per month = 3,360 total
• Wine by the glass sells on average @ $4.00
• 20 beers per evening Sunday through Thursday = 100 beers
• 150 beers – Friday night
• 150 beers – Saturday
• 400 beers per week = 1,600 beers per month = 19,200 total

All figures in the enclosed charts include 10% growth in years 06′ – 09′

5.4 Milestones

The accompanying table lists important program milestones, with dates and managers in charge, and budgets for each. The milestone schedule indicates our emphasis on planning for implementation. 

What the table doesn’t show is the commitment behind it. Our business plan includes complete provisions for plan-vs.-actual analysis, and we will hold monthly follow-up meetings to discuss the variance and course corrections.

Web Plan Summary

Full of Bologna will have a stunning website.  It will be the virtual business card and portfolio for the company, simple, classy and well designed.  Our site will offer our menus, prices, reviews and happenings.  We will also have a monthly newsletter about what did happen to get new customers interested in our restaurant.  Customers will be able to send us an E-mail when they want to make reservations at our restaurant.  Fast, easy and convenient!

We will have a very small gift shop online.

We will have an online guest book to complement in the foyer.  All conversions to a master email list will occur from online or the guest book.  Our newsletter will be distributed via VOLUNTARY Double Opt-in sign up in AOL, text or html formats.  Our Secure Servers in Blisstate auto-recognize how people want email delivered.  Each newsletter will also offer immediate, one-click removal from the list.

6.1 Website Marketing Strategy

Our Web Marketing will center primarily around distribution of our URL via paper means first.  That will plug and pull unique hits on our real time database reporting and stats.  Our restaurant concept will not rely on achieving first hit status for keywords to draw customers into the premise.  Rather, a visit to the website will most always be an after-the-fact event; such as after visiting the restaurant or after reading our brochure or after hearing our commercial on the radio.

We will garner some specific unique entry hits via usage of our time proven keyword and html skills at Formaggio Azioni, LLC.  These will result in number one placement across certain keywords and dozens of engines, worldwide.  We have had success using numerous URLs, keyword generation and testing with the number one rated international, “Web Position Gold 2” program.  In addition to that, complete, separate websites are built specifically for precise search engines.  The most intelligent designers are able to achieve #1 ranking via weekly updating across 1,200+ engines.  Our primary goal model is the Google engine.

Translation in six languages will also be offered for free and then, paid, through SYSTRAN (in 2006).

We will be linked to/from hundreds of websites, including the Border County Chamber of Commerce and US Chamber of Commerce.

6.2 Development Requirements

The Full of Bologna website will initially be developed with few technical resources.  Our simple hosting provider, SoopaDoopaHooplaweb.com, Inc. will host the site and provide the technical back end.

We will develop the simple, elegant, yet Internet focused site.

The maintenance of the site will be done by Fluto Gorgonzola, who is currently designing the graphics and logos. Future development such as newsletters and other related special restaurant issues will come about.

Management Summary management summary will include information about who's on your team and why they're the right people for the job, as well as your future hiring plans.">

The initial management team depends on the founders themselves, with little back-up.  As we grow, we will take on additional consulting help, plus graphic/editorial, sales, and marketing.

Full of Bologna, A Taste of North Italy depends on the Main Bartender (Gimli Kefalotiri), Main Managers (Tsoutsouros Graviera and Vasto Parmigiano) and Executive Chef/Owner (Fluto Gorgonzola) for management.  Main management responsibilities will be divided between the top three.  While all three are still focused mainly on the quality of expertise, one must take ultimate responsibility for administration and finance and marketing, one for personnel and property and one for food service.

Operating under the successful principles of noted consultant W. Edwards Deming – we will not have organizational charts, preferential parking spots or other icons that create barriers to growth and heightened team development. 

Every three months, the CEO assesses the results of these tasks and the personality of the employee involved to determine promotion and/or salary issues.

The key to fulfillment and delivery will be provided by the principal of the business, Fluno Gorgonzola and a host of team helpers.  Ensuring success each step of the way, with invaluable resource veterans, is key this plan.  The real core value is professional expertise, provided by a combination of experience, hard work, and education (in that order) from several helpers.

Management Team*

• Fluno Gorgonzola — Certified Executive Chef and Certified Restaurant Manager
• Vasto Parmigiano — Restaurant Day Manager
• Gimli Kefalotiri — Bar and Lounge Manager
• Tsoutsouros Graviera — PR and Night Manager  

Consultants*

• Denise Elmsford — Education Assistant — Staff training

* Confidential and Proprietary Information removed from this Sample Plan.

We will turn to qualified professionals for freelance back-up in market research and presentation and report development, which are areas that we can afford to contract out without risking the core values provided to the clients.

7.1 Personnel Plan

There are currently less than five employees of Full of Bologna.  The growth of the company will be determined by how accurately and efficiently the company is able to implement the facets of this business plan.

Each member of the Full of Bologna team is highly valued; everyone is expected to have opinions, as it is a team that will make this company excel. It is the mission of the company to employ people who are committed to a high standard of excellence, who thrive on a team atmosphere, and who have outstanding customer service skills. This idealism is represented by the current staff, and will continue to be the guideline by which new team members are hired.

General computer and highly automated Micros processes will streamline functions.  A number of expensive, labor intensive tasks will not be needed at Full of Bologna.

Financial Plan investor-ready personnel plan .">

Our financial plan is based on raising approximately $349,000 by way of private equity investment.

We will achieve profitability in just over two years and due to the nature of the exponential growth of access charges, we will realize an excellent percentage net profit on sales by year one.

8.1 Start-up Funding

Total start-up requirements are listed. The start-up costs are to be financed by direct investment and owner investment. The details are included in the following tables.

8.2 Important Assumptions

The financial plan depends on important assumptions, most of which are shown in the following table as annual figures.  The key underlying assumptions are:

• We assume a slow-growth economy, without major recession.  We assume that The Greensward will open in October with it’s 12,000 people per day traffic.
• We assume that there are no unforseen changes in the expectancy in the popularity of our restaurant.
• We assume access to investments and financing which are sufficient to maintain and fulfill our financial plan as shown in the tables.

8.3 Break-even Analysis

The following table and chart show our Break-even Analysis.

8.4 Projected Profit and Loss

Our Pro Forma Profit and Loss statement was constructed from a conservative point-of-view, and is based in large part on past performance of other restaurants.  By strengthening our service position, and rebuilding our customer relationships, we will widen our customer base and increase sales.

Month-to-month assumptions for profit and loss are included in the appendices.

8.5 Projected Cash Flow

Because we are treating the new company as a start-up, the cash balance for FY2005 is somewhat exaggerated by the instant influx of new capital. Subsequent years however show a healthy growth in cash flow, mainly due to increased sales.

8.6 Projected Balance Sheet

The Projected Balance Sheet is quite solid. We do not project any real trouble meeting our debt obligations–as long as we can achieve our specific objectives.

8.7 Business Ratios

The company’s projected business ratios are provided in the table below. The final column, Industry Profile, shows significant ratios for the Restaurant industry, as determined by the Standard Industry Classification (SIC) Index code 5812.0108, Italian Restaurants.